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.
Register or login for access to this item and much more
All Information Management content is archived after seven days.
Community members receive:
- All recent and archived articles
- Conference offers and updates
- A full menu of enewsletter options
- Web seminars, white papers, ebooks
Already have an account? Log In
Don't have an account? Register for Free Unlimited Access