Challenge
A major animal welfare charity generated a significant number of responders from a sweepstakes-oriented campaign. The client turned to Alliant to help mine the leads and identify which would be most likely to donate in response to a direct mail appeal.
Solution
Alliant used prior mailing results to develop a custom model that identifies the consumers most likely to make a contribution in subsequent mail efforts — and those who would not. The model gave the client the ability to reliably predict which sweepstakes responders could be re-promoted to become active donors. Targeting this population generated material benefits for the organization:
Results
A 30% net increase in the number of donations from each sweeps-driven prospecting effort.
An overall revenue increase of 38% per effort.
A decrease of 20% in the cost of each dollar raised.
