CASE STUDY: Increasing appeal net returns by 16% with a major disability services provider

Chris Paver – 18 November 2019

Direct mail appeals present a great opportunity to test new fundraising technologies. Earlier this year, Dataro teamed up with a large disability services provider to test whether machine learning could be used to improve the organisation’s Spring appeal. The results once again demonstrated how Dataro’s approach can reliably be used to increase net revenue and reduce appeal mail volumes.

Key results included:

  • A huge 16.4% improvement in net revenue from the Dataro campaign;
  • An increase in gross revenue despite a much smaller mailing list; and
  • A response rate of over 50% from the top 1000 donors identified by Dataro.

Similarly, when donors were broken into ‘bands’ of 1000 based on their Dataro score, it was clear that the donors with the highest scores contributed by far the majority of gifts and the majority of revenue.

Response Rate by Campaign Group (Dataro Rank)

Percentage Revenue by Campaign Group (Dataro Rank)

These results, together with other Dataro case studies, demonstrate how machine learning can be used to more carefully analyse which donors are likely to participate in a direct mail appeal, resulting in better overall performance.


“Dataro is completely reinventing how we use data in our fundraising. These guys are one of the most exciting things to happen in the industry for years.

Liesha Hanekroot Fundraising Manager

“I’m really impressed with the results we had for Christmas! It brings me so much joy to know that we’re contacting the right people...and that we can get better and more efficient about this over time! Data has never been easier to manage!

Amelia Szulerecka Senior Fundraising Manager

“The thing that stood out for me the most was that we are able to be proactive in our retention strategies instead of reactive. I don’t know a simpler and more accurate way than Dataro propensity scores to determine who and when to contact RGs for better retention.

Andrew Jung F2F & Telemarketing Manager

“We tested Dataro's propensity scores in our 2020 Tax Appeal and the results speak for themselves. We were able to raise more funds and reduce our costs. We're now rolling out Dataro's propensity scores across all of our appeals and regular giving programs.

Daniel Blucher Data & Insights Specialist