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Situation:
StrategicOne’s customer was lapsing valuable donors and had no integrated strategy to recapture them. After three unsuccessful communication campaigns to this audience, the not-for-profit organization was in danger of losing these key donors.
Customer Goal:
Understand donor behavior and plan strategies to communicate more effectively and reactivate donor giving.
Objectives:
- Identify donor behavior.
- Identify communications strategy to re-establish dialogue with lapsed donors.
- Create integrated reactivation program that would yield improved donor giving.
StrategicOne Strategies:
- Provide an integrated view of lapsed donors’ behavior.
- Create strong models with which to score donors.
- Develop a creative strategy to address donors’ life stages with personalized messaging.
- Develop an integrated reactivation program that cost-effectively engaged donors.
Results:
- Program generated a sustained 339% increase in reactivated donors.
- Program raised an additional $410,000 from reactivated donors.
- StrategicOne developed models with highest-propensity donors to drive program.
- StrategicOne created a highly personalized communications program that was delivered more cost-effectively than that of previous years.
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