guide dogs
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Guide Dogs. Maximising the impact of Raffle appeals. Kate Parker Senior Insight Analyst. Guide Dogs Raffles - Overview. One of our longest running appeals Quarterly appeals Sent over 3m warm mailings in 2011 To 880k warm supporters in 2011 Raised £5m in 2011 (warm and cold). The Creative. - PowerPoint PPT PresentationTRANSCRIPT
Guide DogsMaximising the impact of Raffle appeals
Kate ParkerSenior Insight Analyst
Guide Dogs Raffles - Overview One of our longest running appeals
Quarterly appeals
Sent over 3m warm mailings in 2011
To 880k warm supporters in 2011
Raised £5m in 2011 (warm and cold)
The Creative
The Problem…
Mass communication
Not targeted
Great way to keep in touch with supporters
Potential income slipping through
The Proposal…
Identify max profit line and mail minimum
Send more books to supporters who are most likely to buy more tickets
Use data to personalise the letter to make the supporter feel more engaged with the cause
Part 1- Modelling
Analyse past campaigns : – Who we mailed– Who responded– What differentiates them from the base?– RFV variables & demographics– Identify max profit line
Use the model to select lower volumes to increase RR% and ROI.
Modelling – Profiling responders
Modelling – Decision Tree
afd
Modelling – Gains Chart
Modelling - Results
0
50,000
100,000
150,000
200,000
250,000
300,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27Model node
Mai
labl
e vo
lum
e
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Resp
onse
rate
%
Mailable volume Typical RR%
Part 2 – Multibook Strategy
Increase average gift by sending more tickets
Which supporters have the propensity to buy more?
How many more tickets do we send them?
Who are the ‘stubborn’ supporters?
Multibook Strategy - Planning Which audience?
– Non-rafflers were tested with multiple books in Summer & Winter 2010
– Those sent multiple books underperformed
Are we potentially putting off non-rafflers by mailing them too many books?
Focus on best responders to increase average gift
Multibook Strategy – The strategy
Multibook Strategy – The strategy
Multibook Strategy – The results
Spring 2011
Summer 2011
Autumn 2011
Winter 2011
New to 2 NO TEST -9.35% -8.24% -5.52%1 to 2 -6.42% -10.98% -14.04% -18.81%2 to 3 2.02% -2.48% -0.73% -12.81%
Response rate decreased for almost all test data
However, average gift was much higher across the board.Spring
2011Summer 2011
Autumn 2011
Winter 2011
New to 2 NO TEST 27.41% 25.64% 25.72%1 to 2 22.08% 26.60% 19.18% 17.37%2 to 3 7.66% 6.94% 5.58% 12.45%
Multibook Strategy – The results Need to examine ROI to determine effectiveness Test segments performed with mixed results Consistently positive results for New Rafflers – increased ROI for
those sent more books Increasing books for existing supporters looked positive at first,
but then decreased ROI
Spring 2011
Summer 2011
Autumn 2011
Winter 2011
New to 2 NO TEST 4.75% 4.85% 8.44%1 to 2 3.65% 2.22% -6.82% -13.01%2 to 3 4.96% -0.38% -3.90% -9.81%
Multibook Strategy – The results Moving poor responders down meant response
rate for other cells dramatically increased
Autumn 2010 Winter 2010 Spring 2011 Summer 2011 Autumn 2011
Resp
onse
rate
2 books3 books
Multibook Strategy - Conclusions Existing raffle supporters are happy with the
level of gift they have given – maintain & monitor
New raffle supporters can be encouraged to buy more without negatively affecting ROI
Moving supporters down in the strategy strengthened results
Maximising Raffles - Conclusions Multi-faceted approach is best
Data and analysis needs to be robust to accurately predict behaviour
Success is measured in various ways – identifying this from the outset helps your strategy
Any questions?