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Catholic Charities Maine Benefits from Data ModelingPatrick HagenJune 25, 2019
Catholic Charities Maine Benefits from Data Modeling
Year-One ROI Exceeds 400% Increase
Catholic Charities Maine sought the guidance of Curtis 1000 to implement direct marketing campaigns and data modeling solutions designed to target previous donors and acquire new donors for future cultivation. The nonprofit also wanted to refine and improve their messaging and package design, develop a coding system for return forms, and most effectively measure and report campaign results.
Curtis 1000 consulted with Catholic Charities Maine to create and implement three fundraising campaigns that required direct marketing and data modeling expertise. The Curtis 1000 solution included:
A personalized holiday direct mail appeal with Christmas gift labels was sent to 2,218 current donors and 15,000 prospective donors from a purchased list.
Catholic Charities’ data files were profiled and scored to determine who their direct mail responder was based on demographic information. We determined their current donors fell into two income levels ― those with incomes less than $15,000 and high-income families.
Utilizing the data profiling results, a personalized spring direct mail appeal with seed/recipe card was sent to 1,414 current donors and a more refined prospect list of 5,275 which focused on raising funds for their sustainable farm program. A follow-up email campaign was also sent to non-responders using the email append information provided by Curtis 1000.
A personalized fall direct mail appeal was sent to 2,700 current donors and a top-tier prospect list of 13,124 to raise funds for their senior independent support services program.
Curtis 1000’s creative ideas and data modeling solutions successfully increased the results and ROI over the course of each of the three campaigns.
The holiday campaign gained over $62,000, with an average gift of over $270 – more than Catholic Charities had achieved over the prior two years of campaigns. The campaign saw a 9.2% response rate from current donors, donating 204 of the 230 gifts received, and a 265.82% ROI for the total campaign.
The spring campaign saw an increased ROI of 373.42% and a total response rate of 2.91% (12.23% donor response and 1.75% prospect response). The more refined prospect list also resulted in 60 new donors.
The fall campaign continued to see an increase in ROI to 419.97% and 7.89% response rate from current donors. The average gift received was $338.50.
“The data modeling and donor profiling process we undertook with Curtis 1000 improved the results of our campaign beyond anything I thought would be possible! Every measure across the board was in the plus column: We even had a first time donor that gave $1,800! Unbelievable!”
– Chief Communications and Development Officer, Catholic Charities Maine