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 EY US celebrates ambitious entrepreneurs shaping the future of business.

MIAMI, April 21, 2026 – Michael Peterman, founder and CEO of VeraData Holdings (“VeraData”), has today been named a finalist for the Entrepreneur Of The Year 2026 Florida Award by Ernst & Young LLP (EY US). Now in its 41st year, the Entrepreneur Of The Year program celebrates the bold leaders who disrupt markets through the world’s most ground-breaking companies, revolutionizing industries and uplifting communities. The program honors entrepreneurs whose innovations drive economic growth and help shape the future of business.

An independent panel of judges selected Peterman among 35 finalists based on their entrepreneurial spirit, purpose, company growth and lasting impact in building long-term value.

“Being named a finalist for Entrepreneur Of The Year is an incredible honor, not just for me, but for the entire VeraData team,” said Michael Peterman, founder and CEO of VeraData. “We built this company on the belief that data science, done right, can transform the way nonprofits connect with donors and sustain their missions. This recognition reflects what’s possible when you combine deep expertise with a genuine commitment to the sector, and I’m grateful to every client, partner, and team member who’s been part of that journey.”

Entrepreneur Of The Year honors business leaders for their ingenuity, courage and entrepreneurial spirit. The program celebrates original founders who bootstrapped their business from inception or who raised outside capital to grow their company, transformational CEOs who infused innovation into an existing organization to catapult its trajectory, and multigenerational family business leaders who reimagined a legacy business model to strengthen it for the future.

This year’s Florida finalists represent many industries, including technology, consumer products, manufacturing, finance and more. Michael has spent 20 years actually building in this space, not just talking about it. He’s the first founder in the nonprofit data and fundraising services sector to earn this recognition.

Regional award winners will be announced on June 12 during a special celebration in Miami and will become lifetime members of an esteemed community of Entrepreneur Of The Year alumni from around the world. The winners will then be considered by the national judges for the Entrepreneur Of The Year National Awards, which will be presented in November at the annual Strategic Growth Forum^®,  where high-growth CEOs, Fortune 1000 executives and investors converge to shape the future of business.

About VeraData

VeraData is the originator of Donor Science™, pioneering the use of AI, machine learning, and behavioral data to help nonprofits acquire more donors and generate more revenue. VeraData blends Donor Science, Creative Science, and Media Science through its partner agencies Teal Media (creative and digital storytelling) and Faircom New York (integrated fundraising strategy and donor communications). With capabilities spanning predictive analytics, creative strategy, direct mail production, and data-driven optimization, VeraData equips mission-driven organizations to turn insights into impact and achieve stronger fundraising results. For more information, visit VeraData.com.

About Entrepreneur Of The Year^®

Founded in 1986, Entrepreneur Of The Year^® has celebrated more than 11,000 ambitious visionaries who are leading successful, dynamic businesses in the US, and it has since expanded to nearly 80 countries and territories globally.

The US program consists of 17 regional programs whose panels of independent judges select the regional award winners every June. Those winners compete for national recognition at the Strategic Growth Forum^® in November where national finalists and award winners are announced. The national overall winner represents the US at the World Entrepreneur Of The Year^® competition. Visit ey.com/us/eoy.

About EY

EY is building a better working world by creating new value for clients, people, society and the planet, while building trust in capital markets.

Enabled by data, AI and advanced technology, EY teams help clients shape the future with confidence and develop answers for the most pressing issues of today and tomorrow. 

EY teams work across a full spectrum of services in assurance, consulting, tax, strategy and transactions. Fueled by sector insights, a globally connected, multi-disciplinary network and diverse ecosystem partners, EY teams can provide services in more than 150 countries and territories.

All in to shape the future with confidence. 

EY refers to the global organization, and may refer to one or more, of the member firms of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients. Information about how EY collects and uses personal data and a description of the rights individuals have under data protection legislation are available via ey.com/privacy. EY member firms do not practice law where prohibited by local laws. For more information about our organization, please visit ey.com.

Sponsors

Founded and produced by Ernst & Young LLP, the Entrepreneur Of The Year Awards include presenting sponsors PNC Bank, Cresa, LLC, Marsh USA, SAP, and the Ewing Marion Kauffman Foundation. In Florida, sponsors also include ADP and Selective Insight– regional Silver sponsors.

Media Contact:
Joey Mechelle Farqué, Head of Content, jfarque@veradata.com

As the calendar resets, so do our ambitions. For nonprofits, a new year often brings renewed focus on growth—more donors, more gifts, more campaigns. But what if true success isn’t only about “more”? What if the real key lies in understanding the donors you already have?

This year, it’s time to move beyond surface-level metrics like total dollars raised or donor counts. By using Donor Profile Reports, organizations can gain a deeper, more strategic perspective on their donor base—one that reveals not just how much donors give, but who they are and why they give.

Moving Beyond the Numbers

Traditional fundraising metrics can be misleading when viewed in isolation. Year-over-year revenue growth might look impressive, but it doesn’t tell you who is driving that success or whether it’s sustainable. Are your high-value donors aging out of your campaigns? Are new donors sharing the same motivations and values as your loyal supporters?

This is where Donor Profile Reports make a difference. These reports analyze both the demographic (age, income, education, geography) and psychographic (interests, beliefs, lifestyle) composition of a donor segment. By comparing this segment to a baseline population, such as the general U.S. population or another donor file, organizations can see exactly what sets their supporters apart.

The reports calculate counts and percentages for each attribute, then create ratios that highlight meaningful differences. The result? A clear, data-driven picture of your donor community’s unique characteristics.

Seeing What Truly Drives Impact

Understanding donor composition reframes how you define success. For example, suppose your most loyal donors share strong values around community involvement and social responsibility. That insight doesn’t just inform future messaging—it reveals what connects your mission to your donors’ identities.

Similarly, identifying key psychographic traits can help tailor campaigns that speak directly to donor motivations. Instead of relying solely on transactional metrics like donation size, you begin to measure relational strength—the long-term potential built on shared purpose and emotional connection.

Redefining Strategy Through Insight

Donor Profile Reports help nonprofits move from reactive to proactive strategy. By discovering meaningful differences between your donors and the broader population, you can:

• Refine targeting: Focus on the audience segments most likely to respond to your mission.
• Personalize messaging: Align communications with the values and mindsets of key donor groups.
• Identify growth potential: Spot underrepresented segments that could strengthen your base.

There are multiple ways to define your populations for analysis—whether through a file of donor names and addresses, criteria for previously supplied segments, or broader national or geographic datasets. No matter the input, the output remains the same: actionable insight that transforms how you measure and pursue success.

A New Year, a New Perspective

As you chart your course for the year ahead, let donor understanding guide your vision. True success isn’t just about the size of your donor base—it’s about the depth of your connection to it. Donor Profile Reports illuminate that connection, offering the clarity needed to build relationships that last and the insight to make every campaign more meaningful.

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.