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The eight major market segments listed below can help fund-raisers
differentiate financial behavior patterns of alumni at various
socio-economic levels. Individuals and households within these segments
are further classified into 42 sub-segments in order to prescreen
prospects for capital campaigns, major gifts and planned giving. The
knowledge gained from this process gives one a distinct advantage
toward developing smarter relations with key alumni who are capable of
making significant impact to University wide projects, programs and
events. The financial support and leadership qualities provided by
these high wealth individuals may even set the tone for other alums to
follow.
- Wealth Market
- Upscale Retired
- Upper Affluent
- Lower Affluent
- Mass Market
- Midscale Retired
- Lower Market
- Downscale Retired
Income Producing Assets
The primary function of Financial Market Segments (FMS) is to basically pick up where BCI's High Income Identification
codes leave off. In fact, all data elements used to produce Income
Codes are integrated into FMS. Perhaps the most significant
additional data source built into the FMS model is the inclusion of
Income Producing Assets (IPA). IPA is driven by a score that is derived
from data sources through Simmons Research Bureau. Simmons performs an
annual survey on approximately 20,000 consumers within a statistically
correct sample of the US. Each survey contains numerous questions
regarding very specific information about one's purchasing behavior,
household products, investments, leases, annual income, etc. This
factual information (unlike census tract, block group, or Zip+4 level
data) is then compiled to build and validate the IPA model.
As shown above, individuals and households are classified into eight
basic socio-economic levels. Further refinement and distinction within
these groups is made possible through the IPA model, resulting in 42
coded sub-segments. BCI will output the appropriate code on each record
scored. Coverage extends to over 90% of all living units in the United
States.
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