Case Study: hidden gems found in Cancer Council NSW lapsed donor base
Conexum worked with the Cancer Council NSW to identify and re-target a new segment of their inactive lapsed donor base, who had recently donated to other Insight Data Co-operative charity members.
“It made perfect sense to better understand how our lapsed donors were transacting elsewhere, especially with other charities. To help us improve the targeting of our housefile reactivation mailings our Fundraising Consultant introduced us to Conexum’s Insight Data Co-operative reactivation service. We are extremely happy with the results, as we now have a large pool of lapsed/ inactive donor names that we have confidence in mailing.”
Joshua McNeil – Marketing Manager
Over the years the Cancer Council NSW’s inactive/ lapsed donor base had grown significantly in size and reactivating these names using traditional targeting methods was proving increasingly unprofitable so a new approach was required.
Conexum recommended Cancer Council NSW join the Insight Data Co-operative, which would enable them to identify their potentially “hottest” lapsed donors based upon their recent donor history with the 60 plus other charity members of the Insight Data Co-operative. This new statistics backed collective approach enabled Cancer Council NSW to re-activate their historical donors having gained factual insight into their recent giving behaviour.
The first step in the process was to run a de-duplication of Cancer Council NSW lapsed donor file by suppressing duplicate records at an individual name and address level.
The next step was to identify any Cancer Council NSW dormant donors appearing with a recent transaction history (0 – 12 months) elsewhere within the Insight Data Co-op.
Insight Data Co-operative Database Reactivation Match Results: