Prospect Modelling
Understanding the characteristics of your current donors and their relevant strengths and weaknesses
is a prerequisite for any donor campaign. Whether the strategy is to increase the number of donors from prospect pools, or to increase the value of existing donors, it is necessary to consider your current performance and the market potential before embarking on expensive direct marketing promotions.
Profiling
Profiling can compare your current customer base against your prospect marketing database or a data "universe" provided by PFG or other supplier. A profile report will highlight sectors in which you are over or under performing relative to the total population.
This information can be used directly to guide marketing strategy and any prospect list selection.
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Modelling
Informed decisions are the key to success. There are
many benefits to be gained from the use of scoring
models in marketing, but for such models to be
accepted, they need to be easily understood and
validated against actual performance.
Using powerful tools for manipulating, visualising and
selecting data, an entire marketing database with
millions of records can be processed in minutes.
Such activities can help you to:
- Make informed targeting decisions
- Discover the key characteristics of your donors
- Recognise high value donors to acquire and
nurture
- Increase response rates by targeting more
effectively
- Predict the behaviour of prospects and donors
- Use your donor profile to find more of the same
for prospecting
- Focus on sectors with high potential
- Recognise those donors who are likely to lapse
in the future
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Mapping
- Visualise your donor database by
geography.
- Create thematic maps to
highlight areas of dense donor
population.
- Map your own sales territories,
analyse trends and evaluate
performance by geography.
- Select donors by drive time or
distance from a central point.
- Easily create mailing lists for
seminars and focus groups.
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