Operation Homefront Operation Homefront Partners uses ResearchPoint to Identify Best Prospects and Boost Direct Marketing Response
Operation Homefront provides emergency assistance and morale to U.S. troops, the families they leave behind, and wounded warriors when they return home. Operation Homefront leads more than 4,500 volunteers in 30 chapters nationwide and has provided critical assistance to more than 45,000 military families in need.
The Challenge:
- Operation Homefront needed to gain a better understanding of its donor base and identify prospective donors who could support its mission in a larger way.
- The organization also needed to clean up its donor database to improve data integrity, eliminate mail returns, and better segment its current prospects.
- In order to be donor driven and communicate with today’s donors on a variety of levels, Operation Homefront needed a tool to help strengthen and cultivate new and existing relationships while effectively conveying their mission..
The Solution:
- A long-time eTapestry customer, Operation Homefront partnered with eTapestry and Target Analytics to clean up its existing data and implement ResearchPoint, a prospect research system that empowers development staff with actionable prospect data.
- Development officers can now secure donations by asking for the right gift, at the right time and can easily identify and target prospects through reporting that combines public data with donor information from the organization’s eTapestry database.
- With Target Tags, Operation Homefront can segment its constituents into specific groups to better target direct marketing and development efforts and lower costs by targeting prospects most likely to respond.
The Results:
- With ResearchPoint, gift officers now have access to real-time, user-friendly reports, empowering them with a better view of a prospect’s history and interests.
- The staff’s use of ResearchPoint has uncovered numerous prospects with high capacity and likelihood to make a gift to Operation Homefront. The first mailing and eblast leveraged the updated database and raised more than $355,000 in donations.
- Target Tags have enabled the development team to take a targeted approach to cultivation and helped identify potential major, recurring, and planned giving donors. Time saved on response segmentation can now be devoted to messaging, testing, and other campaign optimization tasks.
- The organization’s use of Target Analytics’ Data Enrichment Services has improved data integrity so there is less returned mail. Mailing campaigns are much more focused and efficient, saving the organization time and money.
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