Taking Royal Flying Doctor Service Victoria to new heights

Tim Paris – 28 September 2020

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 in mailing costs and netted an extra $26,834 in donations, including 14 gifts over $500 and 1 major gift.

Key Results

  • $34,491 increase in net revenue
  • 14 extra gifts >$500
  • 1 extra gift >$5000
  • 13.8x ROI on investment with Dataro

Donors ranked by Dataro as more likely to give in fact gave the vast majority of campaign revenue. 

How We Did It

Dataro used machine learning to generate ‘propensity scores’ for all RFDS Vic donors. This method is much more powerful than old approaches like RFM analysis and accurately models how likely each donor is to respond to the campaign. For instance, a donor with a score of 0.5 is roughly 50% likely to give. Using this information, RFDS Vic was able to easily remove the least likely givers from Wave 2 of the appeal, saving on mailing costs. This was a great strategy as they were still able to contact everyone in Wave 1, but saved costs in Wave 2. RFDS Victoria was also able to ‘add in’ higher probability donors that Dataro had found elsewhere in their database.

By combining these two uses for Dataro’s donor scores – reducing campaign size while adding more likely givers – RFDS Victoria was able to achieve an optimal campaign list and net a higher return.

 

Dataro’s propensity scores accurately predicted actual response rates in the appeal. This graph shows how Dataro’s predictive score closely matched the real world response rate.

Find out more about working with Dataro

What they said

“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

Want to see what Dataro can do for you?

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Testimonials

“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