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  • Home > Services > Consulting > Retial and DOnor Profiling

    Retail and Donor Profiling:
    Demographics / Psychographics

    When you truly know the people in your database that implies you know their history and their personal characteristics. We have specially designed systems to segment, profile, and enhance the databases of our clients. Donor Profiles is a system that has been used for years by major fundraisers and Retail Profiles is also system for retailers using database marketing techniques.

    Donor Profiles
    Each record in your database can be appended with demographic data beneficial for future analysis or segmentations. Tables summarize the seven demographic characteristics and compare them to state and national averages.

    A Demographic Analysis can be run on the whole file or various segments for comparison. Typical segments for profiling are high-end donors, new acquisitions per media, lapsed donors and segments chosen after running a RFM Analysis. Demographic Analysis is often used to identify donors as prospects for major gift appeals. For broad-based fundraisers, it can also identify specific geographic areas for acquisition campaigns.

    Retail Profiles
    Each record in your database can be appended with demographic data beneficial for future analysis or segmentations. Tables summarize the seven demographic characteristics and compare them to state and national averages.

    The system examines the demographic profiles of your existing customers and looks at the neighborhoods where they live. In your next mailing, you can focus on the neighbors of your best customers and reach new neighborhoods with demographic profiles similar to where current customers live. This will also allow you to save money on postage costs with concentrated mailings to specific neighborhoods.

    Steps to Retail Profiling

    1. Organize addresses into unique neighborhoods, and identify the demographic profiles in your customer base.
      • "Neighborhood" is defined as a demographically analyzed census tract block group of 400 households on average. The most currently available data and geographical boundaries are used.
    2. Find new neighborhoods in your targeted region or radius most similar to where your current customers live.
      • Reach prime potential customers living in neighborhoods with demographic profiles similar to those where your current customers live.
      • Demographic information is appended to your database and includes: Gender, Race, Income, Occupation, Housing, Education, Age, 5 yr economic outlook
    3. Divide and organize the neighborhoods into postal carrier routes to maximize postal discounts.
      • Selections are on the level of neighborhoods, but the mailing output is on the level of carrier route to receive the highest possible postal discounts.
    4. Match resident lists with your current file to avoid sending first-time offers to regular customers.


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