case study: DIRECT MAIL (DONOR RETENTION)
Achieving a Near 50% Retention Rate
Decreased Those Who Provide a Low ROI
Increase lifetime value and decrease acquisition costs.
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.
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.