So far we have profiled Joe123@aol.com and tried to decide if going on a blind date with him is a good idea.
Next, let’s use Click & Pledge’s data from the last 2 years determine when Joe123@aol.com is most likely to donate. Consider the following chart:
Based on total donations given over the last 2 years, one observes an almost normal distribution when most donations are given between 10 a.m. and 4 p.m.
Now let’s consider the giving behavior of Democrats versus Republicans during the same time span. The following chart provides insight into giving by Democrats:
The normal distribution also appears with Democratic Party supporters.
The following illustrates the giving pattern of Republicans:
Interestingly, the pattern for Republican supporters does not follow the normal distribution. It appears that Republicans engage the web later at night compared to the Democrats.
Why is this so? What can we say about the observed patterns and how can it be used effectively in your fundraising campaigns?
Love to hear your take on this.
