Author(s)

Markus von der Liihe

Abstract

How to get more donors: Unicef database marketing and data mining for non-commercial organizations Markus von der Liihe Ogilvy & Mather Dataconsult, Geleitstr. 14, 60599 Frankfurt, Germany E-mail: m.v.d.luehe@omdc.de Abstract Data base supported target group communication is no longer used by commercial enterprises only - today non-commercial organizations look for innovative approaches regarding the implementation of new methods. And a data warehouse is not necessarily required for creating direct marketing activities that are based on client information - Unicef is a good example. This article gives an overview of a data mining application used to improve target group segmentation within a social organisation. 1 Introduction Non-commercial organization such as fund raising organizations, churches and associations have to actively approach donors and sponsors nowadays. For effective target group communication relevant information is absolutely requi

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