Greenpeace AU aimed to reduce turnover in their regular giving programme. Utilising Dataro’s RG Churn propensity scores to identify the donors most ‘at risk’, they initiated a monthly ‘Thank You’ calling programme with GiveTel. The objective was to proactively engage with at-risk donors to minimise turnover. With this approach, Greenpeace saved an estimated 64 donors in a single month, raising an estimated extra £23,040 for the planet.

Key results

• 64 estimated extra donors retained in one month

• £23,040 estimated campaign return

• 2.13 estimated campaign ROI

Greenpeace achieved a significant reduction in turnover by contacting at-risk regular givers via a ‘thank you’ calling programme. This graph compares the expected turnover rate, based on Dataro’s predictive scores, against actual turnover in the call group, demonstrating a significant improvement.

How we did it

Dataro employed machine learning to generate propensity scores for all of Greenpeace’s active regular givers. These scores displayed how likely each donor was to miss three donations in a row in the next six months. Donor scores were loaded directly into Salesforce, enabling Greenpeace to select the donors most at risk of turnover to be included in GiveTel’s calling programme. Three months following the calls, we observed:

• Dataro’s predictions were accurate, with higher turnover scores indicating a higher turnover rate

• Most donors valued the call with very few cancellations

• Donors who received the call were less likely to turn over overall than donors who did not receive the call

This kind of Engage & Retain campaign is only feasible thanks to highly accurate predictive scoring.

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