Donor Segmentation: When Summary Statistics Don't Tell the Whole Story

Elizabeth J. Durango-Cohen, Ramón L. Torres and Pablo L. Durango-Cohen

Journal of Interactive Marketing, 2013, vol. 27, issue 3, 172-184

Abstract: Funding pressures amidst the slow economic recovery from the late-2000's recession have forced universities, as well as other not-for-profit organizations, to increase the volume and sophistication of their direct marketing activities. The efficiency of direct marketing strategies is linked to an organization's ability to effectively target individuals. In this paper, we present a finite-mixture model framework to segment the alumni population of a university in the midwestern United States.

Keywords: Customer segmentation; Non-profit fundraising; Direct mail; Expectation–maximization (EM) algorithm; Customer-based analysis (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:27:y:2013:i:3:p:172-184

DOI: 10.1016/j.intmar.2013.04.002

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