Quadriga Art- the leading marketing firm for non-profits- says the right data analysis makes all the difference in executing successful direct mail and online campaigns. Seeking the right data experts to mine direct mail donor files to improve results across the spectrum, including planned giving, is a must in today’s multi-channel and multi-media world. Basically, data should be viewed as a GPS tool for charities in their search for donors.

“List brokerage is no longer as simple as renting or buying a donor list”

“List brokerage is no longer as simple as renting or buying a donor list,” says Mark Schulhof, CEO of Quadriga Art. “Complex algorithms, developed with a long-term view drive successful list strategy. Not all analytics are created equally any more. The right people targeted as donors at the right time work well and conversely the right people targeted at the wrong time doesn’t work at all. The right modeling firm, such as VeraData, can make all the difference.”

Schulhof says smart data should even drive direct mail package types. Given the current economic environment where charities are being challenged by many forces such as rising operating costs, a recovering economy and potential donors who are easily distracted by constant communications in their lives, non-profits need all the advantages they can get to raise donor results. Multi-channel marketing driven by smart data is becoming a business requirement for non-profits.

“Charities must use the web and data mining along with a targeted variety of direct mail packages if they hope to raise combined lanes of donor giving,” says Schulhof. “With the costs of doing business for most non-profits rising, investments made in high quality data and data strategy makes other investments more sound.”

When executing any marketing or communications campaign, intelligent data that tells a charity who and why certain groups are good donor targets should be the foundation for driving lists, segmentation and offer variation according to Schulhof.

For more information about QuadrigaArt logon to www.quadrigaart.com.