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ASPCA

ASPCA Calls on Target Analytics to Help Solve Lapsed Donor Challenges

The American Society for Prevention of Cruelty to Animals (ASPCA) is the oldest humane organization in the Western Hemisphere, working to rescue animals from abuse, pass humane laws and share resources with shelters nationwide. With more than 1 million supporters and a large direct mail program, the ASPCA sought to use the Target Tags™ predictive response models to strategically increase annual volume for mailings.

Challenge

  • ASPCA had a lapsed file that was difficult to mail efficiently.
  • They had previously used some advanced data mining tools to identify unreached segments of their file, but these segments were small and potentially excluded other responsive donors.

Solution

  • ASPCA called upon Target Analytics to apply its sophisticated modeling techniques and unique philanthropic data sets to identify and rank relative responsiveness of their lapsed donor records.
  • They sent records to Target Analytics for scoring from best to worst, with Tag A being the most likely respondents, Tag B slightly less likely, and so on.
  • ASPCA did test mailings, analyzed the response by Tag segment and modified their contact frequency to take advantage of the predictive power of the model scores. By mailing higher scoring records more frequently, and lower scoring records less frequently, ASPCA could adjust the selection depth of each campaign to achieve maximum sustainable yields without risking negative returns on investment.

Results

  • By adding the higher deciles of the Target Tag names to their six mailings over a year, ASPCA expanded their mail volume by over one million names annually while still meeting their ROI targets.
  • Additionally, analysis of long term value (LTV) of lapsed donors turned out to be as strong as other “normal” lapsed donors. By appending the Tags back to their own database, they’ve been able to use the ranking system for other telemarketing campaigns, instituting more efficiency for key fundraising programs.
  • With Target Tags as part of their overall strategy, ASPCA increased their mail quantity by 50% while still reaching acceptable rates of return. By the end of the year, they had reactivated 10.2% of the lapsed donor base, compared to only 6.9% just two years before.
 
 

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