Segmented messaging is another key piece. You know your direct mail is “feeling a bit stale,” and you know you should be doing multi-channel outreach. But how do you know if adding something like Connected TV (CTV) actually works or just adds to your costs?
Instead of guessing, you can use a unified, “people-based” audience to measure the true lift.
Because Path2Response audiences are built from real people (not cookies or devices), we can reach those same individuals across channels. We worked with a nonprofit client to enhance their direct mail program by incorporating a hyper-targeted Connected TV campaign targeting the same exact audience segment.
The campaign, which combined Path2Response direct mail and CTV, resulted in a 21% increase in donations compared to their traditional mail-only campaigns. They didn’t just add a channel; they had the data to prove its incremental value.
That’s the power of predictive response modeling. It moves your strategy beyond reactive, one-size-fits-all segmentation and gives fundraisers a data-backed way to find, convert, and retain the right donors. It’s how you find the true Path2Response.
