WHO segmentation uncovers untapped fundraising potential

The problem with generic donor profiles is that they all tend to highlight the same audience: often older, wealthier women who like gardening and country walks – in other words, Dorothy Donor! But do all of your supporters truly look like that? And are cash donors who have been recruited via direct mail really the same as regular givers from your latest street fundraising campaign?

Clearly not, and now it’s possible to segment audiences in a more donor-centric manner, without needing to spend time and resources on a full-blown bespoke segmentation analysis. Wood for Trees has developed the WHO report, and this following case study shows where its potential lies.

Read the WHO case study here.

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