Maximize the Return On Investment (ROI) in your direct mail cultivation (renewal) stream by segmenting your donors based on Recency (recent date of last gift), Frequency (total # of gifts given over the donor’s lifetime on your file), Monetary (largest single gift) and Acquisition Channel (direct mail, online, special event, radiothon, etc.).  This alows you to more finely target donors who are most likely to respond and reduce waste by suppressing people who are less likely to respond to direct mail.