The American Red Cross and other nonprofit organizations have been forced to develop new ways to enhance their direct mail campaigns for increased donations and better awareness of the issues facing society. To improve fundraising efforts, nonprofits should explore customer analytics that provide deeper insight into the behaviors and preferences of targeted audiences.

The University of Pennsylvania reported nonprofits as well as businesses can benefit from collecting and mining data from individual consumers and donors. This data can illustrate the consumers' purchasing and donation history and behavior, while simultaneously outlining their preferences for communication. Organizations can then use this information to design more targeted, personalized campaigns best suited to produce a high return on investment.

Another tool that is beneficial to any direct mail campaign is a list management system. Infogroup recently won list management responsibilities for Arizona Mail Order Company lists and databases. The lists Infogroup will manage contain more than 656,000 unique names from the company's specialty apparel catalog subscription. Through the partnership, Arizona Mail Order Company hopes to increase revenue and send more personalized mailers and catalogs to customers based on their purchasing history and other consumer data, Direct Marketing News said.

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