Expiring Articles 6/4 - 6/18
The following "must read" articles will move into the paid subscription archives
of their respective web sites after the date
listed below, so check them out soon!
Fundraising Goes Beyond Donations
Expires June 12, 2003 DM News
Besides some good advice on fundraising, this article has a "Top 10 Reasons
Why Donors Stop Contributing" list, a real eye-bugger when you see things
like "Charity Didn't Remind Donor" at 3.3%. Egad. Doesn't
mention RFM modeling to keep donors on track though; a 192%
increase in ROI is nothing to sneeze at.
Hey Jim, did you read any other great
articles lately I might have missed?
- No Routine Matter
No expiration Direct Magazine
This is a great little collection of short stories on customer analysis gone bad
- and what to do to keep it from happening to you. Usually, it's because
the modeler doesn't know exactly what the data is or the marketer has not been
clear in specifying the desired outcome. Best story I've heard lately: In
lead conversion to sale, the data-mining team comes back and says, "Best
leads have first name of John." Um, gang, that's the most popular
male first name in the U.S., isn't it? So maybe there is a natural bias to
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