CONTENTS:

• Using Demographics for Prospecting

USING DEMOGRAPHICS FOR PROSPECTING

Wealth demographics can be a great prospecting tool, especially if you don't have a lot of prospect data and/or don't have the budget to use a wealth screening service. When used in conjunction with your own data, demographics can help you unearth new major, planned and annual gift prospects and target direct mail.

In addition to finding information about wealthy zip codes and affluent areas on the Web, you can do your own demographic prospecting. The U.S. government has released income and home value demographics data from the year 2000 census, making it available through geographic area reports. The method of retrieving reports is more complex than that of the last census. Why, you may ask, is it worth my time and effort to work through the reporting complexities? Year 2000 census data is much more in-depth than in previous years and is broken down into census tracts and blocks instead of entire zip codes, yielding more targeted wealth reports. For the full article about using demographics for prospecting, see

http://www.internet-prospector.org/zipcode.html

Chris Mildner

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