We bemoan our leaky retention buckets. Perhaps the problem is we insist on putting donors in buckets. Whether RFM, active versus lapsed, or chronic non-responders, we insist on bucketing people using only transactional information.
There’s a better way and it starts at the bottom. By treating every individual as their own individual, you can optimize your donor and acquisition programs and you can create a better experience for your donors. This free white paper talks about why and how to make this change.
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