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case study: DIRECT MAIL (DONOR RETENTION)

A Central Territory Salvation Army Division

$100+ Donors

Achieving a Near 50% Retention Rate

Under $20 Donors

Decreased Those Who Provide a Low ROI

The Challenge

Increase lifetime value and decrease acquisition costs.

The Solution

Refine Divisional acquisition strategies to focus on acquiring higher quality donors who will stay on the donor file longer and actively reduce acquiring under $20 donors who do not provide a return on investment to the Division.

The Results

After two years, this Division’s $100+ donor segments achieved a nearly 50% retention rate. We have decreased the under $20 donors, who were costing the Division a significant upfront investment and not providing a return on investment. We have increased the $100+ donor segments who have a higher capacity to give, stay on the donor file longer and contribute more to fund the mission.