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

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

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.

Suggested Citation

  • Durango-Cohen, Elizabeth J. & Torres, Ramón L. & Durango-Cohen, Pablo L., 2013. "Donor Segmentation: When Summary Statistics Don't Tell the Whole Story," Journal of Interactive Marketing, Elsevier, vol. 27(3), pages 172-184.
    • Handle: RePEc:eee:joinma:v:27:y:2013:i:3:p:172-184
    DOI: 10.1016/j.intmar.2013.04.002
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    Cited by:

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    2. Raoofpanah, Iman & Zamudio, César & Groening, Christopher, 2023. "Review reader segmentation based on the heterogeneous impacts of review and reviewer attributes on review helpfulness: A study involving ZIP code data," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    3. Eric Van Steenburg & Nwamaka A. Anaza & Ahmed Ashhar & Andres Barrios & Ashley R. Deutsch & Meryl P. Gardner & Preeti Priya & Abhijit Roy & Anu Sivaraman & Kimberly A. Taylor, 2022. "The new world of philanthropy: How changing financial behavior, public policies, and COVID‐19 affect nonprofit fundraising and marketing," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1079-1105, September.
    4. Gemma Berenguer & Zuo-Jun (Max) Shen, 2020. "OM Forum—Challenges and Strategies in Managing Nonprofit Operations: An Operations Management Perspective," Manufacturing & Service Operations Management, INFORMS, vol. 22(5), pages 888-905, September.

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