Methods and systems are proposed for identifying a segment of a population of individuals to target in an advertising campaign. A database of payment transactions made by the population of individuals and a database of demographic and/or location data for the corresponding individuals, are used to develop a predictive model for predicting the likelihood that a candidate individual in the population will make a charitable donation. Once the model is developed, the predictive model is used to identify the segment of the population of individuals for whom, according to the model, the likelihood of making a charitable donation is high, and then individuals in that segment of the population are solicited for donations.
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