Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Case Study: Lifestyle Data Lifts Gift Size for Heifer International

November 9, 2012 By Heather Fletcher
Get the Flash Player to see this rotator.
 

Knowing, for instance, that the best donors tended to be interested in environmental causes, art, coin collecting, keeping houseplants alive and eating organic food helped Heifer know which of its missions to detail. “Heifer's story is very moving,” Michael says. So what’s more important to this donor? Is it women’s empowerment that happens when they can provide for their families by caring for livestock donated through Heifer? Or is it stories about the animals themselves, like the llamas raised for their wool?

Michael says Heifer will now use the concept of donor motivations on its entire file—with added insight from self-declared interests in givers’ survey responses to guide the creative in fundraising messages.

“We definitely saw a one-plus-one-equals-three” effect from adding hobbies and lifestyle information to regular data, DiCesare concludes.
 

Companies Mentioned:

SPONSORED CONTENT

MORE ON DATABASE & CRM >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: