MORE IS… MORE?

After each campaign our clients share with us, our team closely evaluates the results of the initiative and seeks opportunities to improve on key metrics.

In an effort to increase response rates — and in theory net revenue — our veteran service client had reduced mail volume, achieving a 7.5% donation rate on their Sweepstakes campaign, an impressive result. However, our analysis suggested that they were leaving an opportunity on the table. In this case, higher response rates didn’t necessarily equate to more income.

Our campaign analysis examined the underlying expenses of the initiative and discovered an intriguing possibility. If they increased volume and achieved just a 2% response on the leads added to the campaign, they would net more revenue.

We used external data on buying habits and donor behaviors and built response models to choose the next best leads for the program.

While the overall response for the campaign declined from 7.5% to 5.5%, our client’s NET income increased a whopping 63%.

Sometimes, less is more. In this case, more was certainly MORE!