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As one year closes and another begins, nonprofits have a unique opportunity to pause, reflect, and plan ahead. The key to building stronger fundraising strategies lies in understanding your donors—not just who they are, but why they give, what motivates them, and how they connect with your mission. This is where Donor Profile Reports can become invaluable tools to you.

What Are Donor Profile Reports?

A Donor Profile Report provides a detailed picture of your donor base, highlighting both demographic and psychographic characteristics. These reports quantify and compare key donor attributes—such as age, income, lifestyle, and values—against a broader baseline population. By examining both counts and percentages of each attribute within your donor segment and comparing them to the general population, organizations can clearly see what makes their supporters unique.

This comparative lens reveals not only who your donors are but how they differ from others—helping you understand the shared characteristics that drive engagement and generosity.

Turning Donor Data into Action

Donor Profile Reports are more than just data summaries—they’re strategic compasses. They answer essential questions for your organization such as:

• What motivates our most loyal donors?
• Are there specific demographics or mindsets that dominate our donor community?
• Which audiences might we be overlooking in our outreach?

These insights empower nonprofits to move beyond guesswork. For example, if your donor base is heavily composed of individuals with a strong sense of community involvement and environmental concern, you can tailor messaging to emphasize local impact and sustainability. If data shows your donors skew toward certain age groups or income levels, you can align appeals and channels accordingly.

Reflecting on the Past Year

Before setting new goals, it’s essential to assess what worked—and what didn’t—over the past year. Donor Profile Reports make this reflection process grounded in evidence. By analyzing segments of donors—such as first-time givers, recurring donors, or lapsed supporters—you can uncover patterns behind successes and challenges.

Perhaps your new donor acquisition campaign resonated strongly with a specific demographic but underperformed with another. Or maybe a year-end appeal saw exceptional response rates from donors with certain psychographic traits. These findings illuminate the “why” behind campaign performance, enabling more effective decisions moving forward.

Creating Resolutions That Stick

Resolutions often fail when they’re based on assumptions rather than data. By leveraging insights from Donor Profile Reports, nonprofits can set realistic, measurable goals. For instance:

• Resolution #1: Deepen engagement with our core donor demographic through targeted storytelling.
• Resolution #2: Expand outreach to underrepresented donor segments identified in our report.
• Resolution #3: Personalize communications based on shared donor values and motivations.

These data-informed resolutions ensure that each action in the year ahead aligns with what truly drives donor behavior.

Building a Stronger Future

Reflection without action is a missed opportunity. Donor Profile Reports transform data into direction—helping nonprofits understand, connect with, and inspire their donors more effectively. As you move from reflection to resolution, let data-driven insights—not assumptions—be your foundation for a stronger, more strategic year ahead.

Every Thanksgiving table tells a story — one of connection, tradition, and gratitude. There’s a seat for everyone: the family member who’s always early, the friend who returns after years away, and the new guest experiencing the celebration for the first time.

In fundraising, the same truth applies. Every donor — loyal, lapsed, or newly acquired — deserves a seat at your table. With Donor Science™, nonprofits can ensure no one is overlooked. By combining Lapsed Reactivation and Ask Array Models, and insights from Donor Dynamics Reports, organizations can extend their reach, rekindle relationships, and serve every donor the right message at the right time.

Setting the Table: Inviting Every Donor Back with Donor Science™

Too often, fundraisers focus their energy on the most active donors — those who give year after year. But what about those who used to give but have quietly slipped away? These are the alumni of your mission: once passionate, now waiting for the right reason to re-engage.

That’s where VeraData’s Lapsed Reactivation Models come in. Powered by AI and Machine Learning–driven predictive analytics, they help nonprofits pinpoint who among their long-lapsed donors is most likely to respond to a renewed invitation.

In one Children’s Health campaign, this approach expanded the organization’s donor file by 30%, bringing thousands of deep-lapsed supporters back to the table. These weren’t just names in a database — they were donors who still cared, waiting for the right message to reengage them in the cause.

Serving the Right Portion: Precision with Ask Array Models

Just as every Thanksgiving guest has a different appetite, every donor has a different capacity to give. Ask Array Models ensure fundraisers never ask for too much or too little. By analyzing historical giving behavior, income indicators, and engagement data, these models tailor ask amounts to each donor’s true potential.

In the same Children’s Health campaign cited above, pairing Ask Array Models with Lapsed Reactivation efforts didn’t just re-engage old friends — it elevated their giving. The average gift jumped 80%, and cost per dollar raised (CPDR) dropped 32%, proving that personalization didn’t just feel good — it paid off.

Making Room for Everyone: A Data-Driven Approach with Heart

At VeraData, we believe data doesn’t replace empathy — it amplifies it. Donor Science™ empowers nonprofits to combine analytics and human understanding, turning insight into action and generosity into growth.

• Lapsed Reactivation ensures no one is left behind.
• Ask Array Models deliver personalized precision.
• Donor Dynamics Reports reveal where in the donor lifecycle performance can be strengthened.

Together, these tools transform a campaign from a generic mailing into a meaningful invitation that says, “You still belong here.”

The Science Behind the Seat

What makes Donor Science™ unique? It’s a 360° approach that integrates:

• Thoughtful Data: Deep donor insights that uncover hidden value.
• Better Models: Predictive and prescriptive analytics that reveal next-best actions.
• Smarter Metrics: Campaign performance dashboards that close the loop between strategy and outcomes.

This ecosystem — powered by AI, Machine Learning, and decades of nonprofit expertise — transforms disconnected data into actionable intelligence, ensuring every donor interaction strengthens long-term value.

A Feast of Generosity

This Thanksgiving, remember that your donor table is only complete when everyone has a seat and feels understood and valued as a donor. Data makes that possible.

Because when nonprofits use Donor Science™ to combine insight, empathy, and strategy, generosity isn’t just served — it’s shared.

As Thanksgiving approaches, our thoughts turn naturally to gratitude — for good food, good company, and the second helpings that make the holiday memorable. In fundraising, there’s another kind of “second helping” that deserves attention: the strategic direct mail follow-up known as ReMail™.

Just like Thanksgiving leftovers give us a chance to enjoy something meaningful again, a well-timed direct mail follow-up gives your first appeal a second chance to inspire action.

Making the Most of What’s Already Good

Even the strongest direct mail appeals can get lost in a busy season. People intend to give, but they forget. ReMail™ gives them another chance.

This second drop isn’t a repeat — it’s a data-informed re-engagement tactic. Using insights from the first mailing, VeraData helps nonprofits identify which supporters are most likely to respond to a reminder. The timing, creative treatment, and message are optimized for conversion while the emotional tone stays genuine.

A ReMail™ campaign, sent two to four weeks after the original drop, captures those who simply needed another moment — or another nudge — to give. It makes every dollar of your first campaign work harder.

Data Meets Gratitude: The Science Behind the Second Drop

VeraData’s Donor Science™ approach transforms traditional direct mail into a precision instrument. Our ReMail™ Model uses years of campaign performance data and advanced machine learning to predict which donors are most likely to respond to a second appeal. This means your follow-up mailings are targeted, cost-efficient, and grounded in real donor behavior — not guesswork.

It’s a data-driven expression of appreciation: we see you, we value you, and we’re giving you another opportunity to make a difference.

That thoughtful precision pays off. On average, second-drop mailings outperform initial appeals, turning “thank you for considering” into “thank you for giving.”

A Case Study in Second Chances

One VeraData nonprofit client in the education and social services sector faced declining acquisition response rates and turned to ReMail™ to re-energize their outreach. The results were transformative.

By letting data drive both timing and targeting, the client saw a 50% increase in response rate on their first drop and a 58% year-over-year boost on the ReMail™ second drop. Even more impressive: overall acquisition performance improved with 39% more new donors and a 58% increase in total revenue.

That’s the power of combining heartfelt appeals with analytical precision — a perfect recipe for success during the season of giving.

Serving Gratitude All Year Long

Gratitude shouldn’t end when the holiday does. The same principle applies to donor engagement. A well-timed, data-guided ReMail™ tells supporters: your gift still matters, and it’s never too late to make an impact.

It’s not just about sending another piece of mail — it’s about reinforcing connection, strengthening trust, and maximizing the return on every campaign investment.

Because when appreciation is followed by action, generosity multiplies.

Discover how VeraData’s data-driven ReMail™ strategy can help you re-engage donors, improve ROI, and extend the spirit of gratitude long after Thanksgiving.

Every fundraiser knows the challenge: reaching the right donors with the right message is harder than ever. Mailboxes are full, budgets are tight, and the pressure to deliver results never lets up. Too often, nonprofits lean on singular targeting strategies—like mailing based on past giving alone—that miss the bigger picture.

Most organizations still rely on traditional targeting strategies that focus on a single data point or outcome model. While these methods feel comfortable and tried-and-true, they’re leaving money on the table. The solution? Multivariate modeling backed by Donor Science™ offers a smarter, data-driven path to stronger targeting and higher ROI.

Traditional Donor Targeting: A Single-Lens Approach

Many organizations still rely on one-dimensional metrics, like last gift, total giving history, or simple demographic markers, to decide who receives a direct mail appeal. This method is familiar, straightforward, and easy to apply—which explains its staying power.

But here’s the drawback: single-lens targeting overlooks the complex reality of donor behavior. A donor who gave $50 last year might be ready to upgrade to $100, but your model, focused only on past gift amounts, might miss this opportunity. Meanwhile, you’re sending expensive mailings to donors who show no real engagement signals, leading to wasted resources and missed connections with your most promising prospects.

The Case for Multivariate Modeling

Multivariate modeling takes a different approach by using multiple metrics simultaneously to capture different aspects of donor potential. Multivariate modeling shifts the focus from one data point to a richer, layered view. Instead of just asking, “Will they give?,” these models answer multiple questions at once:

• Response likelihood – Who is most likely to give?
• Gift amount prediction – How much will they give?
• Channel preference – What’s their favored way to connect?
• Retention potential – Who is most likely to give again?

The math is simple: more dimensions equal better predictions. A donor who scores high on response likelihood but low on gift amount gets a different message than someone who’s less likely to respond but typically gives larger gifts when they do.

Donor Science: The Power Behind Multivariate Models

This is where Donor Science™ comes in—the blend of data analytics, behavioral science, and fundraising expertise that makes sophisticated modeling actually work in the real world. Donor Science™ doesn’t just crunch numbers; it identifies the key variables that matter, ensures model accuracy, and uncovers hidden patterns in your donor data that spreadsheets alone might miss.

For example, Donor Science™ can uncover mid-level donors with high upgrade potential—a segment you might never have identified using traditional methods.

How Multivariate Models Strengthen Direct Mail Campaigns

Applied to direct mail, multivariate modeling ensures nonprofits aren’t just reaching donors—they’re reaching them in the most effective way. Consider these scenarios:

• Combining response likelihood with upgrade variables allows an appeal to not only secure more gifts but also increase average gift size.
• Pairing loyalty and channel preference variables helps retain donors by meeting them where they’re most comfortable.

The impact of multivariate mailing on ROI is significant: fewer wasted mailings, higher response rates, and better donor lifetime value. When you stop treating all donors the same, you start seeing results that reflect the true potential of your supporter base.

Overcoming Barriers to Adoption

Some nonprofits hesitate, worrying about complexity, cost, or whether their data is “good enough.” But today’s tools and methods have made multivariate modeling more accessible than ever.

The key is partnering with experts in Donor Science™ who understand both the technical side and the nuances of successful fundraising. They can help you navigate the transition and ensure your models actually improve campaign performance rather than just adding complexity.

The Takeaway

Traditional one-dimensional approaches served nonprofits well in the past, but they’re outdated in today’s data-rich fundraising world. Multivariate modeling—fueled by Donor Science™—offers a smarter, more effective way to connect with donors who are ready to support your mission.

The question isn’t whether you have enough data to make multivariate modeling work—you probably do. The question is whether you’re ready to use that data to transform your direct mail campaigns and turn information into donations. Your donors are complex, multifaceted people. Your targeting strategy should be, too.

What makes Queen such a great band? For one thing, the tone and timbre of their songs are distinctive. Was their sound due to Freddy Mercury? His voice is among the most celebrated in the pantheon of rock singers. Was it the blend of vocals from all members of the band? Well, both things can be true. In their opus, Bohemian Rhapsody, Mercury provides a soulful expression of regret and despair. As the song progresses, his bandmates, Brian May, John Deacon, and Roger Taylor, create an air of tension that builds to an energetic crescendo. An individual singer can create a distinctive identity. At the same time, multiple singers create a unique experience. The same principle applies to predictive analytics—and it’s central to how VeraData approaches donor modeling.

Ensemble analytical models operate like multiple singers. They improve performance by smoothing rough edges and amplifying their combined forecasts. Ensemble models combine two or more predictive models to improve accuracy and robustness. Instead of relying on a single model, they leverage the strengths of various models, often resulting in better overall performance and reduced generalization error. A model created from past performance, wealth, and financial data will offer some predictive qualities. The same is true for performance and propensity data. Performance and giving behaviors will also yield forecasts. Yet, when viewed in the aggregate, the three models offer better predictions of donor behavior than any one model alone. This ensemble approach is one of the foundational elements of VeraData’s Donor Science™ methodology. 

Ensemble models provide three key benefits:

Improved Accuracy

Blending multiple models produces predictions that align more closely with real-world outcomes. Differences between individual models balance each other out, sharpening the overall result.

Reduced Overfitting

When models rely too heavily on narrow training data, they can miss the variety of outcomes we see in practice. Ensemble models counter this by pulling from different data sources, making the predictions more realistic and broadly applicable.

Increased Robustness

Data isn’t always perfect. Missing values, anomalies, or inconsistent sources can throw off a single model. By combining models, those disruptions are minimized, resulting in forecasts that hold steady across uncertainty.

Why This Matters for Donor Science

No single dataset tells the entire donor story. Ensemble models also provide different perspectives, which have the potential to create better outcomes. Ensemble models built from various datasets provide a diverse expression of behavior and characteristics. They enable the model to reflect the actual performance of those individuals.

Like Freddie Mercury, the performance of any single model can be extraordinary. Yet, Queen isn’t the same if it’s only him. The blend of voices, coupled with the musicianship of the rest of the band, creates a unique quality of greatness. Ensemble models contribute their individual predictions to a more effective combined forecast. At VeraData, our Donor Science approach brings these ensemble models together to give nonprofits clearer insights and stronger predictions that lead to better results. Providers who don’t use ensemble approaches may still find value in their analytics—but they’ll miss opportunities for the deeper accuracy and robustness that VeraData delivers.

Written by Tom Hutchison, Product Manager at VeraData

Giving Tuesday is the biggest single-day fundraising opportunity of the year—but let’s be real, the competition is fierce. Every nonprofit is vying for attention, donor inboxes are overflowing, and marketing costs continue to rise. The question is, how do you stand out, break through the noise, and capture not just donations but lasting donor relationships?

The answer is smarter strategy, fueled by actionable insights. That’s exactly why Donor Science™ matters. Donor Science™, powered by AI and advanced analytics, is the innovative advantage nonprofits need to turn Giving Tuesday into a day that delivers results—not just for a day, but year-round.

What’s Holding Back Your Giving Tuesday Growth?

If your Giving Tuesday campaign feels stuck in neutral, you’re not alone. Many organizations run into the same roadblocks. Three pitfalls show up again and again:

1. Relying on last year’s performance alone. Sure, last year gives you benchmarks, but it doesn’t account for shifts in donor behavior, economic factors, or new campaign opportunities. Behavior shifts year to year; last year’s winners aren’t guaranteed to repeat.
2. Treating all donors the same. Motivation, capacity, and timing vary widely across your file. Sending the same message to everyone in your database limits your impact. Disregarding those nuances can hurt your campaign results.
3. Underutilizing your data. You already hold a wealth of information within your donor database, but are you leveraging it fully? Without advanced analytics, key insights often remain hidden.

This is where Donor Science™ can transform your approach. By applying predictive and prescriptive modeling and behavioral analysis, Donor Science™ empowers nonprofits to move beyond guesswork toward precision-based campaigning.

How to Apply Donor Science™ to Your Giving Tuesday Strategy

1. Model Who’s Most Likely to Give—and When

Not all donors are alike, and timing should play a critical role in your Giving Tuesday outreach strategy. By analyzing donation trends—like recency, frequency, and gift behavior—you can predict which donors are ready to give early and which prefer to act later when urgency ramps up.

Take it a step further by layering AI-driven insights and score for timing: what donors will react positively–and perhaps give early—to a warm-up series the week before Giving Tuesday? Which among them tends to convert late on the day? Build cadences around those windows so each donor segment gets messages when they’re most receptive.

2. Match the Offer to the Donor’s Mindset

Effective appeals don’t start with your organization—they start with your donor. Behavioral signals—email clicks, page visits, video views, event attendance, advocacy actions—often say more than gift history alone. Add psychographic and demographic overlays to shape creative, tone, and ask amounts.

Here’s how:

• Tailor ask amounts based on donors’ previous giving behavior.
• Align messaging with donor personas—for example, use urgency and countdowns for last-minute responders, use matching language for higher-capacity donors, or incorporate premiums for value-seekers.
• Refine premium offers or urgency language to resonate with donor intent.

When creative and messaging align with individual preferences, response rates and average gift sizes rise.

Optimize Your Channel Mix

Donor Science™ helps you identify not just what to say, but where. Don’t restrict outreach to your “active” file. Model for response, not just recency. Let data guide where to press: who will convert via email, who needs an SMS nudge, and who benefits from coordinated direct mail support. Set rules to cap contacts and avoid conflicting messages across channels—fatigue is expensive.

Bonus: Giving Tuesday Is Just the Beginning

Giving Tuesday isn’t just a single-day event—it’s the spark for your year-end fundraising strategy. Use your campaign results to refine messaging through December 31st by testing audience segments, fine-tuning creative, and stewarding first-time donors into becoming recurring supporters.

Treat Giving Tuesday as the opening move of your year-end giving campaign.

• Use same-day results and test panels to refine audiences, offers, and creative through December 31st.
• Try quick tests on subject lines, match framing, gift arrays, and landing page layouts.
• Roll forward quickly with your Giving Tuesday test winners to maximize your end-of-year results.

You Already Have the Data. We Can Help You Unlock It.

Your donor data holds the answers to your organization’s Giving Tuesday success. VeraData’s Donor Science™ approach combines AI, machine learning, and human insight to identify, reach, and convert your best donor prospects—with precision, not guesswork. We’ll show you who’s likely to give, when to reach them, what to ask, and which channels to coordinate—so your team raises more while spending smarter.

Ready to see what’s possible?

Direct mail still moves donors. It’s tactile, trusted, and proven—especially when the message feels like it was written for the reader. The problem? Too many appeals look the same to every household. When everyone gets the identical letter, response and revenue suffer.

The fix?  A data-informed strategy powered by AI and Donor Science™. With predictive modeling and behavioral insight, you can sharpen targeting, calibrate the ask, and speak to donors in ways that actually fit their habits and motivations. It’s time to rethink how you plan, write, and mail—starting with the five levers below.

1. Timing Optimization: Mail When Donors Are Most Likely to Give

The right message can fall flat if it arrives at the wrong time. Every donor has their own “giving window,” driven by habits, history, and timing preferences. Rather than relying purely on general patterns like month-of-year tendencies, event cycles, and end-of-year giving, AI-powered analytics can uncover individual timing trends, such as donors who prefer spring campaigns or those who respond during specific annual matching challenges.

By analyzing past donation dates and response rates, you can pinpoint when each donor is most likely to give.

2. Ask Array Calibration: Asking the Right Amount, Every Time

Ever struggled with how much to ask for in a direct mail appeal? Too small of an ask leaves revenue on the table, while an ask that’s too large can alienate a potential donor. This is where the power of an ask array comes in. It matters because it anchors the donor’s choice. 

Donor Science™ flips guesswork into strategy by examining a donor’s past gift amounts, frequency, giving trajectory, upgrade velocity, and response to matches to suggest the right range. AI can generate donor-specific gift tiers that scale to meet each donor where they are. The result? Confidence-boosting gift tiers that drive higher average donations without overstepping.

3. Retention and Reactivation Strategies: Keep and Win Back Donors

Retention matters. And so does reactivation. Your donor data holds the key to prioritizing both.

Use your file to spot two critical groups:

• Loyal donors who deserve stewardship touches, impact updates, and soft asks.
• Lapsed donors who need a clear and compelling reason to return.

Build segments accordingly: VIP stewardship letters with previews of upcoming initiatives; reactivation packages that acknowledge time away, reduce giving friction with simplified reply devices, and offer a timely match. Right segment, right tone, better long-term value. Donor Science™ models estimate attrition risk and the likelihood of re-engagement. 

4. Customized Acknowledgments and Follow-Ups: Show You Know Them

When was the last time you received a thank you message that felt personal? A fast, thoughtful thank you sets the stage for the next gift. Reference what’s true for that donor—last gift date, amount, event attendance, or an action they took beyond giving. Tailored acknowledgments reaffirm to donors that they’re more than an ID number in your database—they’re partners in your mission.

These small but meaningful actions build lasting trust and generosity.

5. Message Testing: What Works, for Whom

Direct mail isn’t an exact science—it’s an evolving strategy. A/B testing allows you to experiment with variables. Try variations in outer-envelope teaser, headline, letter signer, premium, and call-to-action. Different segments react to different messages: urgency language for late responders, impact storytelling for mission-driven supporters, match framing for higher-capacity households.

Use Donor Science™ to read the results quickly and roll winners forward. Remember, even small tweaks—like a revised headline or a clearer reply device—can deliver a better result.

Direct Mail Powered by AI and Donor Science™ Delivers

Properly used, AI and Donor Science™ can take your direct mail to another level. Rather than sending generic mass mail, you can connect with donors in ways that differentiate your organization and make a personal connection. You can fine-tune timing, individualize messaging and ask strategies, and otherwise customize each supporter’s communications experience to unlock deeper relationships and boost retention rates. A well-executed mail program can make your donors feel more connected to your mission—and raise more money for your good work—than ever before.

Recognition Underscores VeraData’s Role as an AI Pioneer and Mission-Driven Partner to the Nonprofit Sector

FORT MYERS, FLORIDA, August 12, 2025 – Inc., the leading media brand for entrepreneurs and business leaders, today announced that VeraData has been ranked No. 532 on the 2025 Inc. 5000, its annual list of the fastest-growing private companies in America. VeraData also earned a No. 17 ranking in Artificial Intelligence & Data—standing out as one of the top companies in that category and the only one focused exclusively on the nonprofit sector.

Earlier this year, VeraData was also named one of Inc.’s 2025 Best Workplaces, recognizing its people-first culture alongside its performance-driven growth.

This dual recognition—from both the Inc. 5000 and the Best Workplaces list—is especially meaningful for VeraData, which has been a pioneer in applying AI and Machine Learning to nonprofit fundraising since 2007. As the first to bring AI into the nonprofit space nearly two decades ago, VeraData has demonstrated the transformational power of predictive technology—not just in theory, but in measurable client results. While many companies are just beginning to explore AI’s potential, VeraData’s models have been proven in market year after year.

The Inc. 5000 provides a data-driven snapshot of the most successful independent companies—those shaping the future across industries and regions. Past honorees include organizations such as Microsoft, Meta, Chobani, Under Armour, and Patagonia.

“Being named to the Inc. 5000 is a powerful affirmation of our mission and the clients we serve,” said Michael Peterman, CEO of VeraData. “This milestone reflects the trust nonprofit organizations place in us to deliver smarter fundraising strategies and measurable impact through Donor Science™.”

This year’s Inc. 5000 honorees have achieved remarkable growth despite ongoing economic headwinds, labor market shifts, and inflationary pressure. They represent the entrepreneurial spirit that drives American innovation and recovery.

“Making the Inc. 5000 is always a remarkable achievement, but earning a spot this year speaks volumes about a company’s tenacity and clarity of vision,” said Mike Hofman, editor-in-chief of Inc. “These businesses didn’t just weather the storm—they grew through it.”

The 2025 Inc. 5000 Conference & Gala will be held October 22–24 in Phoenix, celebrating all honorees across the list. VeraData will be recognized alongside the other companies who are driving innovation and growth in their industries. The full list, including searchable profiles by industry, region, and ranking, is available at www.inc.com/inc5000.

About VeraData

VeraData is The Donor Science Company™, pioneering the use of AI, Machine Learning, and behavioral data to help nonprofits acquire more donors and generate more revenue. With a full suite of capabilities spanning predictive analytics, creative strategy, direct mail production, and data-driven optimization, VeraData equips mission-driven organizations with the tools to turn insights into impact. Headquartered in Fort Myers, Florida, VeraData helps nonprofits achieve stronger results through smarter fundraising strategy.

When it comes to direct mail fundraising, sending the right direct mail package to the right prospect list isn’t just a nice-to-have — it can make the difference between a successful campaign and one where your appeal goes straight into the recycle bin.

If you’ve mailed both straight appeals and premiums all in an effort to boost response rate, you’re not alone. But with premiums coming at a higher cost and straight appeals declining in response rate, you’ve probably wondered who should get what in order to maximize responses. Using our Donor Science™ Package Preference model to identify who should be getting what package is the key to increasing your ROI and your impact.

Understanding Your Lists and Audience

A Straight Appeal List refers to groups of donors who support organizations based solely on their mission, rather than receiving an incentive or gift in return. These are individuals who respond to donation requests without promotional items. This indicates they feel close to the cause itself. Because of this, they have a higher lifetime value and therefore are more profitable to attract and retain. They may have a higher up-front cost to acquire, but the 12+ month ROI is better for the long-term health of the charity.

Conversely, a Premium Appeal List is composed of individuals who are motivated to give when presented with a tangible incentive—such as tote bags, calendars, or return address labels—alongside the donation request. These donors often view the premium as the key driver behind their decision to contribute, linking their support to the receipt of a gift rather than solely to the mission of the organization. Sometimes, the premium has an important role in getting your message seen by potential donors. Dimensional mail is a surefire way to get your mailpiece opened. But renewing premium donors can be expensive. Often, (but not always), they need to receive another incentive to give again, and the cycle continues. Their initial response often reflects a transactional approach to philanthropy. But premiums can also enhance the organization’s brand and provide a constant reminder of the charity when used by the recipient. They often have a lower up-front cost to acquire, but long-term value is also lower.  Herein lies additional value of the Package Preference models…identifying who can be converted to predominantly straight appeal communications successfully moving forward.

Both types of packages have a role to play in direct mail fundraising. Expanding the top of the donor funnel through both tracks provides the greatest opportunity to bring in more mid-level and major donors. Ultimately, using data to drive the optimal financial formula for your organization is the fastest and most effective path to prosperity.

Having a trusted list broker with advanced data and Ai abilities will help navigate the path to the correct list choices. 

The Role of Data Analytics

While knowing the source of your acquisition lists is a key to informing your package choices, it should be thought of as an important data point, but not the whole story. It’s important to use deeper and more nuanced donor analysis to fine-tune your strategy.

Oftentimes, individuals who have given to your non-premium campaigns are your best donors, because they’ve given in response to a straight appeal. This can be an indicator that they are “mission-driven.” Those who gave to premium offers, on the other hand, are sometimes less committed. Their giving may be more quid pro quo-driven, i.e. “you gave me a premium or a high-touch package – so I feel a sense of guilt to give you something back.”

With this in mind, you may acquire more donors with a Premium package, but not necessarily your best donors. In fact, premium packages tend to get a higher response, but the trade-off is that the average gift is much lower.

Integrating Donor Science™ and data analytics can significantly refine how you match the donors you’ve acquired with the right offers. Using a Package Preference model, you can analyze past campaign performances to better understand how to segment your file by package type. This analytical approach not only saves time and resources but also enhances the precision of your fundraising efforts.

That’s why it’s key to drill down deeper using Data Analytics.

The Package Preference model plays a critical role in optimizing campaigns by eliminating guesswork and maximizing efficiency. By analyzing donor behavior and scoring individuals based on their likelihood to respond to either a straight appeal or a premium, organizations can make confident, data-driven decisions. This approach allows organizations to increase response, lower costs, and create better long-term value. Rather than relying on random sampling or manual sorting, the model delivers precise segmentation that saves time and boosts return.

Custom modeling driven by Ai identifies which variables matter most, removing the need to manually interpret layers of donor data. By analyzing real-time donor signals and applying them to the model, organizations can act with confidence, targeting each segment based on what will drive the strongest response. This isn’t just refinement—it’s a smarter way to campaign.

It Works Every Time

Case Study: Using Renewal Package Preference Models to Fine-Tune Strategy

A national children’s health organization set out to better understand their donors and their motivation for subsequent giving. All donors were acquired with a coin and labels. Their question was simple: “Could they renew a portion of their active donor file without sending additional coins or other premiums?”

VeraData built two renewal models to identify premium and non-premium donors. The renewal audience was scored using both models. The premium package model created a 14% lift in response rate compared to the RFM segment: 3.89% to 4.42%.

The Renewal Non-Premium Model delivered similar value, with a 15% lift in response compared to the RFM segment, 1.32% to 1.51%. More importantly, the Non-Premium model was able to identify higher-dollar donors. The average gift increased from $16 to $30. These higher-dollar donors are now on a track to become better prospects for this organization’s mid-level program.

In the End, Let Data Lead the Way

Matching the right donors to the right direct mail package is more than a tactical step—it’s a strategic decision that can shape the success of your campaign. The old school of thought is that how someone is acquired is how they renew. We’ve learned through Ai and ML that’s not necessarily the case in every instance. There are segments of donors that don’t need additional premiums in order to renew their support. We can help you find them.

VeraData Holdings Recognized as One of Inc.’s Best Workplaces of 2025

Company culture, team engagement, and performance excellence earn national spotlight

[Fort Myers, FL] – June 17, 2025 — VeraData Holdings is proud to share that it has been named to Inc.’s 2025 Best Workplaces list, a prestigious recognition that celebrates companies nationwide for their outstanding commitment to employee satisfaction and workplace culture.

The annual list, which appears on Inc.com and in Inc. Magazine, highlights organizations that have successfully cultivated environments where people feel valued, supported, and empowered to do their best work. Whether operating in-person or remotely, these companies represent the gold standard of workplace success.

VeraData was selected through a rigorous process managed by Quantum Workplace, which included a detailed employee survey assessing key areas such as leadership quality, team dynamics, benefits, growth opportunities, and workplace culture. An additional audit of company perks and policies helped determine final scores. This year, VeraData joins a select group of 514 companies across the country who are setting the bar for what a thriving workplace looks like.

“Of all the awards and recognition that we have received over the years, I am most proud of this one. It highlights and underscores our core values around people and our team. Our growth and our success are a function of our workplace culture. Sir Richard Branson said it best: “Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.” — Michael Peterman, CEO and Co-Founder of VeraData

VeraData Holdings offers end-to-end fundraising and campaign strategy services. From data modeling that blends advanced AI and Machine Learning to uncover deep behavioral insights through Donor Science™ to campaign channel, messaging, web development, and branding services as well as direct mail fulfillment — nonprofits are able to optimize fundraising strategies and drive impact with confidence and precision from one single partner.

“Inc.’s Best Workplaces program celebrates the exceptional organizations whose workplace cultures address their employees’ welfare and needs in meaningful ways,” says Bonny Ghosh, editorial director at Inc. “As companies expand and adapt to changing economic forces, maintaining such a culture is no small feat. Yet these honorees have not only achieved it—they continue to elevate the employee experience through thoughtful benefits, engagement, and a deep commitment to their teams.”
 
To view the full list of winners, visit Inc.com.

About VeraData Holdings
The VeraData Holdings Group is a family of fundraising companies grounded in the discipline of Donor Science™ — bringing a full spectrum of AI-driven fundraising services to the nonprofit sector. Their ecosystem is designed to help make the most intelligent decisions from donor acquisition and retention to creative design and execution through advanced production and logistics. They leverage data and science to grow philanthropy as a sector and as a percentage of GDP. For more information, visit VeraData.com.