February 6, 2012 – When a disaster strikes, aid and donations often pour into the American Red Cross. But how can the relief nonprofit maintain donors and improve outreach at times when the need isn’t as highly visible?

The Red Cross is opening its databases to data researchers to see how customer analytics might provide opportunities with donor information and pledge campaigns. Fewer than 10 percent of those who donate to the Red Cross become repeat donors, and many are only prompted after a headline-grabbing event or a disaster that hits close to home, according to figures from the organization in a news release on the analytics effort.

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