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Guide Dogs

Guide Dogs. Maximising the impact of Raffle appeals. Kate Parker Senior Insight Analyst. Guide Dogs Raffles - Overview. One of our longest running appeals Quarterly appeals Sent over 3m warm mailings in 2011 To 880k warm supporters in 2011 Raised £5m in 2011 (warm and cold). The Creative.

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Guide Dogs

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  1. Guide Dogs Maximising the impact of Raffle appeals Kate Parker Senior Insight Analyst

  2. Guide Dogs Raffles - Overview • One of our longest running appeals • Quarterly appeals • Sent over 3m warm mailings in 2011 • To 880k warm supporters in 2011 • Raised £5m in 2011 (warm and cold)

  3. The Creative

  4. The Problem… • Mass communication • Not targeted • Great way to keep in touch with supporters • Potential income slipping through

  5. The Proposal… • Identify max profit line and mail minimum • Send more books to supporters who are most likely to buy more tickets • Use data to personalise the letter to make the supporter feel more engaged with the cause

  6. Part 1- Modelling • Analyse past campaigns : • Who we mailed • Who responded • What differentiates them from the base? • RFV variables & demographics • Identify max profit line • Use the model to select lower volumes to increase RR% and ROI.

  7. Modelling – Profiling responders

  8. Modelling – Decision Tree • afd

  9. Modelling – Gains Chart

  10. Modelling - Results

  11. Part 2 – Multibook Strategy • Increase average gift by sending more tickets • Which supporters have the propensity to buy more? • How many more tickets do we send them? • Who are the ‘stubborn’ supporters?

  12. Multibook Strategy - Planning • Which audience? • Non-rafflers were tested with multiple books in Summer & Winter 2010 • Those sent multiple books underperformed • Are we potentially putting off non-rafflers by mailing them too many books? • Focus on best responders to increase average gift

  13. Multibook Strategy – The strategy

  14. Multibook Strategy – The strategy

  15. Multibook Strategy – The results • Response rate decreased for almost all test data • However, average gift was much higher across the board.

  16. Multibook Strategy – The results • Need to examine ROI to determine effectiveness • Test segments performed with mixed results • Consistently positive results for New Rafflers – increased ROI for those sent more books • Increasing books for existing supporters looked positive at first, but then decreased ROI

  17. Multibook Strategy – The results • Moving poor responders down meant response rate for other cells dramatically increased

  18. Multibook Strategy - Conclusions • Existing raffle supporters are happy with the level of gift they have given – maintain & monitor • New raffle supporters can be encouraged to buy more without negatively affecting ROI • Moving supporters down in the strategy strengthened results

  19. Maximising Raffles - Conclusions • Multi-faceted approach is best • Data and analysis needs to be robust to accurately predict behaviour • Success is measured in various ways – identifying this from the outset helps your strategy

  20. Any questions?

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