Campaign Type: Reinstatements
Background: A healthcare charity was seeking to grow its membership and asked SIGNIA to suggest strategies to do so.
Former members are an excellent source to rebuild an active donor file as the individual has responded to the message in the past. Telefundraising can provide the personal touch to ask the individual to donate again. Equally important is that once the pledge is renewed, the donor can be included in the ongoing solicitation programs and the performance will be virtually the same as active donors in future years.
For the healthcare charity, SIGNIA segmenting the files by the age of the last donation and then modeled the list further to identify those donors who would have a high likelihood of making a new donation. Though the analysis reduced the initial file by 35%, the response rate increased by over 20% and produced a very cost-effective strategy to grow the donor base.
Results
Donations Lapsed 19 – 36 months
| Initial Pledge Amount | $15-24 | $25-49 | $50-99 | $100+ |
|---|---|---|---|---|
| Pledge % | 15% | 15% | 15% | 15% |
| Avg. Pledge | $20 | $30 | $40 | $100 |
| % Contact | 12% | 12% | 12% | 12% |
| Fulfillment | 70% | 70% | 70% | 70% |
| Cost Per Contact | $4.25 | $4.25 | $4.25 | $4.25 |
Donations Lapsed Greater Than 36 months
| Initial Pledge Amount | $25-49 | $50-99 | $100+ |
|---|---|---|---|
| Pledge % | 12% | 12% | 12% |
| Avg. Pledge | $27 | $37 | $90 |
| % Contact | 10% | 10% | 10% |
| Fulfillment | 60% | 60% | 60% |
| Cost Per Contact | $4.25 | $4.25 | $4.25 |
Benefits to client: An effective vehicle to connect with donors whose contribution has lapsed. It is also effective to reach donors/sustainers whose credit cards used for monthly giving has expired.