| Abstract: | The majority of nonprofit organisations rely heavily on contributions to fund their mission‐critical activities. Because building relationships with donors is critical to the success of nonprofits, organisations must be able to transform their data on prospective donors into an action plan that will optimise the yield of their fundraising efforts. This paper offers a methodology for targeting individuals most likely to make a charitable contribution, by building custom response models using the rich donor data maintained by many nonprofit organisations as well as overlaid demographic information. The methodology is able to utilise efficiently a large volume of variables while being flexible enough to use large categorical variables, such as postal code, and capture non‐linear relationships between the independent variables and the likelihood to give. Copyright © 2001 Henry Stewart Publications |
