Public broadcast organizations are struggling mightily with drop-off in their membership. They’re not the only ones, but they have begun to focus on the problem as an industry priority.

So it’s surprising that more organizations aren’t trying new ways to use their member data. Specifically, the tried-and-true concept of direct-response segmentation can yield big jumps in renewals. It just takes a little work. Okay, maybe a lot of work. But it’s worth it.

(Read on …)