In my first post on this topic I discussed common approaches to direct mail fundraising segmentation, and posited that we ought to step back and consider these two fundamental questions: Do we really know whether we’re getting meaningful ROI on our segmentation? Are...
Read moreDriven Mad by Over-Segmentation, Part 1: Key Questions
Segmentation is a given in any annual giving direct mail solicitation effort; everyone knows you need to tailor the message to the audience, right? Of course no one would dispute the value of tailored communications, but in my experience in the fundraising world I’ve...
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