Polar bear, polar bear, what do you see?


I see some donors looking at me.

At least, that's how I read the last paragraph of this piece about SAS in the local Raleigh newspaper today:

WWF, a global conservation group, uses SAS software to determine which potential donors to contact, and how frequently. One recent campaign boosted WWF's return on investment by 25 percent, said Terry Macko, chief marketing officer. Its database also helps the organization predict whether a donor will respond best to an image of a polar bear, a panda or a blue whale.

Personally, I respond best to the image of Fudgy the Whale (providing, of course, that no real whales are harmed in the process).


About Author

Chris Hemedinger

Director, SAS User Engagement

+Chris Hemedinger is the Director of SAS User Engagement, which includes our SAS Communities and SAS User Groups. Since 1993, Chris has worked for SAS as an author, a software developer, an R&D manager and a consultant. Inexplicably, Chris is still coasting on the limited fame he earned as an author of SAS For Dummies

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