How Victor Chang helped existing donors keep heart
Chris Paver – 28 September 2020
Victor Chang Cardiac Research Institute saved an estimated 296 donors from churning over 3 months using Dataro’s software. With Dataro’s AI-powered donor scores, VCCRI was able to identify which regular givers were most ‘at risk’ of churn and funnel them into a rolling fortnightly telemarketing program to thank them for their support. Assuming each retained donor gave 6 further gifts, the program raised an estimated $57,311 and counting.
- 296 estimated regular givers saved
- $57,311 estimated campaign return
- 3.19 estimated campaign ROI
Donors at high risk of churn who received ‘thank you’ calls from VCCRI churned at a much lower rate than similar donors who did not receive a call. This graph shows how donors who did not receive the calls (black line) churned at the predicted rates. The donors who received the calls (orange line) had much better retention rates.
How We Did It
Dataro used machine learning to generate ‘propensity scores’ for all of VCCRI’s active regular givers. These scores told VCCRI how likely each donor was to miss three gifts in a row in the next 6 months. This broad definition captures both active churn (donors calling up to cancel) and passive churn (missed payments).
Dataro loaded the donor scores and ranks directly into VCCRI’s CRM (Blackbaud Raiser’s Edge NXT) using our CRM integration.. This allowed VCCRI to select about 200 regular givers to call each fortnight, based on those who were the most at risk of churning.
Some donors with high churn scores were excluded. For example, if they were marked Do Not Call or had received another call recently they were removed from the campaign. This gave us a de facto control group. Dataro’s predictions turned out to be highly accurate. By comparing donors who received the calls with excluded donors that had a similar propensity to churn, we calculated that VCCRI ‘saved’ 296 donors over three months.
Find out more about working with Dataro
What they said
“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.”
F2F & Telemarketing Manager
Want to see what Dataro can do for you?
More Case Studies
Dataro recently joined forces with the team at Prostate Cancer UK to test how AI predictive modelling would perform against traditional list selection methods in an Autumn Appeal. The results showed that Dataro’s selections increased revenue by over £11,000 and attracted more than 440 new gifts that otherwiseRead more
Parkinson’s UK increased revenue in its September Appeal by over £15,000 using AI-driven supporter predictions. In a pivot from the charity’s existing propensity model, the research and support organisation introduced Dataro’s appeal predictions to attract 411 new gifts that otherwise would have been missed, raising critical funds forRead more
RFDS Victoria increased net revenue in their 2020 Tax Appeal by nearly $35,000 by using Dataro’s propensity scores. RFDS Victoria used the predictive scores to remove the least likely givers from their mailing list and to add an extra 1000 high probability donors. This saved over $9000 inRead more
Greenpeace used Dataro’s donor scoring to send less mail and raise more money in their 2019 Spring Appeal Dataro recently teamed up with a leading environmental organisation to test machine learning techniques against traditional segmentation for a direct mail shoulder appeal. Using a custom ‘live-tracking’ app, Dataro trackedRead more