2005 ian munro
Post on 16-Apr-2017
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1
Direct Marketing on a Tight Budget : Campaigns for Non-
Profit Organisations
Ian MunroDirectorSysware Consulting Group
Brian O’GradyCEONew Zealand Stroke Foundation
2
The Challenge for Non-Profit Organisations
• Increasing donation revenue through targeted letter campaigns
• But with very small direct marketing budgets
• Stroke Foundation took on the challenge
• With the help of Sysware Consulting Group
3
Campaign Inputs • Stroke Foundation’s customer mailing list with…
• Donation responses from past campaigns
• 2001 Census data down to meshblock level from Statistics NZ
4
Campaign Issues• Need to identify the strongest characteristics of
customers who respond, but…
• No Stroke Foundation customer demographics to categorise customers, just names and addresses
• Need to add census meshblock demographics but no common key to join on
5
Campaign Methodology• Meshblock the addresses
• Join with Census data to derive customer demographics
• Derive and standardise demographics ready for analysis
• Compare the Stroke Foundation responders’ demographics with the general population
6
Comparison of Responders - Retirees
7
Campaign Methodology Continued
• Identify the responders’ strongest characteristics, limit to the top 5 or 6
• Rank the meshblocks in descending order to donate
• Target highest-ranking meshblocks in mailouts
8
Effect of Targeting Highest-Ranked Meshblocks
0
20
40
60
80
100
120
0 10 20 30 40 50 60 70 80 90 100
% All Customers
%
Responders
LiftNormal
9
Campaign Outcomes• Easy, quick, efficient data mining techniques
• Basic statistical knowledge only required
• Cost effective approach
• Has increased donated dollars over 100 percent in the last two years
10
Acknowledgements• Linda Allan was the original developer and campaign
producer
• Jack Schierhout did most of the recent campaigns
11
Direct Marketing on a Tight Budget Means
• Using simple, cost-effective data mining techniques
• To get much better responses from your customer campaigns
• Improving campaign profitability
• And growing your business
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