National Occupational Standards for Fundraising - Skills - Third Sector

Profiling, segmentation, testing, targeting and analysis: Fundraisers seekto define a donor’s ‘profile’ to ensure that the donor is marketed to in a meanswhich is relevant to them. The fundraiser may ‘test’ the behaviour orresponses of this segment, by, for example, testing whether sending appealsby email is more effective than direct mail. Building a ‘profile’ of a donor ordonor group, enables the non-profit to target the group in a way that they willrespond to best – this can save the non-profit significant sums in sendingunwanted or irrelevant appeals. Analysing the response rates including theaverage donation or the frequency of giving enables the fundraiser tomaximise return on investment.External LinksThe Institute of Fundraising’s Code of Fundraising Practice and theInternational Statement of Ethical Principles in Fundraising should be readalongside this NOS.48 | P a g e