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Advancement Advizor

Appeals/Email Targeting & Effectiveness

The Challenge



Analysis of appeal results
Most fundraisers blanket their prospects with a myriad of messages delivered through a variety of media. Some of these messages connect well with certain prospect segments, some fall flat. Unfortunately, given the sheer volume of activities, untangling what worked and what didn?t can often be a challenging process.

Such a process involves accessing large amounts of data, often from different systems, and then scouring it, slicing and dicing it in different ways to find patterns and trends. Key questions that need to be answered include:


Predictive Model
  • Which appeals and marketing efforts are driving gift dollars?
  • Which events and activities are most effective?
  • What are the characteristics of people who have responded with $500+ gifts to our appeals?
  • Who else has the same characteristics?
  • Who are the non-donors - where are they? in what class? rated vs. non-rated? last year but not this? what else do we know about them?
  • What can we do differently to turn non-donors into donors?

The Solution


ADVIZOR helps your team answer these questions by making all of the data available in an easy to use interface that allows your marketers to easily slice and dice the data across a variety of categories, all the while keeping their eyes on what worked and what didn't. Patterns are easily identified, and with predictive analytics the prospect list can be "scored" to find donors who have high probability of positive response to a particular appeal.

The Result


ADVIZOR's clients have:

  • Improved yields on appeals from under 2% to over 7% based on better targeting
  • Avoided "harassing" key donors because fewer, and better targeted, appeals are sent
  • Identified additional high potential targets for specific appeals
  • Created a more collaborative and integrated marketing team

"We use ADVIZOR to identify which types of messages connect with which groups of alumni. By "rifle shooting" vs. "shotgunning" our appeals, yields have improved from under 2% to over 7%."

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