Marketing Intelligence reveals the constituent characteristics necessary for superior segmentation and reports on the results to help you repeat and improve successful marketing campaigns.
All too often, marketing programs are solely measured on how many funds are raised, without consideration for costs or ROI (return on investment). This one-sided view can result in significant money wasted on direct marketing and no method to assess “what works” in attracting support for your organization. The Information Edge overcomes this narrow view and opens up a platform for your organization to assess your marketing programs in a whole new way.
The Information Edge integrates multiple data sources and sets up campaign performance dashboards that enable:
Smart Segmentation Create meaningful segments that maximize the return on your marketing investment
Campaign Performance Easily perform in-depth analysis to understand which message, package and vehicle works best on each donor segment
Prospect Identification Leverage prospect research to drive segmentation and continuously track results with comprehensive reporting tools and full integration with your fundraising system.
Acquisition, Renewal and Retention Create a plan to target each segment based on its marketing objective
Direct Marketing Return-on-Investment (ROI) Keep track of all campaign appeals and measure associated response rates, average gifts and program costs
