To address the challenges of the economic downturn, Special Olympics staff turned to their database and donorCentrics benchmarking solutions from Target Analytics to uncover information about their donors in order to create effective direct marketing programs.
Through participation in donorCentrics benchmarking, the staff decided to put their resources into retaining those loyal constituents who had sustained them over the years while working on attracting and retaining new donors as well.
A key finding revealed through donorCentrics was that donors who made two gifts in a year were much more likely to renew their annual membership than donors who made only one gift in a year. In fact, when compared to donors who made one gift in the first year, the retention rate was nearly twice as high for those who made two gifts. To top that off, data revealed that revenue per donor nearly doubled for donors who made three or more gifts.
Armed with that valuable data, staff were able to focus their promotions and messaging to those donors who were most likely to give while maximizing valuable marketing resources.