This document discusses database marketing strategies in fundraising. It describes Direct Social Communications, a Belgian fundraising agency. They utilize a variety of digital marketing channels including direct mail, telemarketing, online, and email. Testing and measuring campaign performance allows them to optimize content and targeting over time. Donor cloning involves using predictive models to identify and target new prospective donors based on similarities to existing successful donors. Hyperpersonalization tailors messaging and content to individuals based on their transaction history and survey responses. Eye tracking research can provide insights into how visual elements like images, logos and layouts impact engagement. Integrating data across channels in a centralized platform allows for a unified view of each donor's lifecycle and interactions.

1. Database Marketing in Fundraising
Griet Verhaert
Direct Social Communications

2. Direct Social Communications NV
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Fundraising Agency
°1985
21 partners
Turnover: 10 million euro
Team: 16 people + outsourcing
No cure no pay
Member of
Pooled database (DSC is co-owner)
Full service

3. Fundraising
• Most effective channel?
• Direct Mail at DSC:
– 400 campaigns
– 11 million letters
– 23 million euro

4. Measurable?

5. Campaign Success Rate
Revenue per
solicitation
e.g. N=10000
1000 
10%
Total: €30000
Per mail: €3
Response
Giftsize
1/0
€
€30

6. Donor Lifecycle
Prospect
(Acquisition)
Lapsed
Active
(Reactivation)
(Retention)

7. How to optimize direct-mail?
• Content (inside & outside)
• Target
Measuring, analyzing, testing & evaluating
(long term & costs!)
Learning  optimizing

8. Direct Mail: Testing MAMAS
Shopping bag
Agenda
?
Handkerchiefs

9. Recruiting MAMAS  incentive!
Shopping bag: 4.67%
Agenda: 2.18%
Handkerchiefs: 1.69%

10. Multichannel
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Direct mail
Telemarketing
Face-to-face
Online
Email
Mobile (Emergency)
Difficult to measure
Consistent messaging!
Integration database : follow 1 individual across multiple channels

11. 4 topics related to database marketing
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Integrated Data Management Platform
Donor Cloning
Hyperpersonalisation
Eye-tracking

12. Integrated Data Management Platform
• Channel integration
• Extended donor dashboard

13. 13

14. Integrated Data Management Platform
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Channel integration
Extended donor dashboard
CRM: one-to-one contacts
Selection tool
Sepa direct debit payments
Document Management tool
Reporting tool
Maps

15. 15

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19. Donor Cloning
• Donor Acquisition: List optimization
• Geomarketing (+- 20.000 NIS9-zones)
• Predictive models, similarity models

20. Roadmap to Cloning
1
Define interesting donors
= donors ‘to be cloned’ ( actives)
2
Calculate Targets
= historic conversion rate per area (# donors/# households)
3
Calculate Predictors
= objective socio-demographic criteria per area
(+-700; housing, residents, neighborhood)
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Predict future conversion
= Select & combine best predictors
Validate predictions
= Compare predicted vs real response, and profile

21. Project Approach
Area
Number
Historic
Age 55-60y
Conversion
Number of
Households
1
0%
270
10%
2
0.05%
100
30%
3
0.20%
65
70%
…
…
2
Predicted
Conversion
Cloning
Model
0.01%
0.02%
0.15%
…
…
3
4

22. Heatmap
(predicted conversion)
• Example: Region of Bruges
Bruges

23. Real-life Prospection Campaign
Response
Average Gift
2.71%
1.98%
Age > 55y
2.29%
21.6 €
Cloning
Top 100.000
Cloning
Top 10.000
improvement of 37% in
response rate
Age > 55y
25.5 €
Cloning
Top 100.000
28.6 €
Cloning
Top 10.000
improvement of 32% in
donation amount

24. Real-life Prospection Campaign
Break
(revenue per letter sent)
0.78 €
0.43 €
Age > 55y
0.58 €
Cloning
Top 100.000
Cloning
Top 10.000
improvement of 82% in
revenue per letter sent
 Current and Future Usage

25. Hyperpersonalisation:
transactional data
• Ask
• Thank you
• Miss You

26. Hyperpersonalisation:
transactional data

27. Hyperpersonalisation: survey
(Sean Triner – Pareto Fundraising)
• Survey Lost Dogs’ Home
• Your pet names:

28. Appeal letter
Dear Griet
Thank you for continued support of the Lost Dogs’
Home and especially for completing our recent survey.
As winter approaches it saddens me to think of the
thousands of puppies that unlike Max will need
rescuing from the streets by our trained staff…
© Pareto Fundraising August 2012

29. Personalization  Proximity (Sargeant)
• Before: "Hello. Thank you so much for supporting
public radio. How much would you like to give
today?“
• After: "Hello. Thank you so much for supporting
public radio. Someone from your town just called a
few minutes ago and gave $150. How much would
you like to give today?"

30. Personalizing  Muco

31. Personalizing  Muco

32. Muco: Results
Prospect
7% Response (ROI:34%)
(Acquisition)
25% Response (ROI: 1135%)
10% Response (ROI:144%)
Lapsed
Active
(Reactivation)
(Retention)

33. Eye-tracking
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MMA-project (Ghent University)
Pictures / logo
Qualitative
Quantify through testing

34. Before/After

35. Difference in viewing time
8
7.087
7
6
5
4
3.099
3
2
1
0
Before
After

36. Blur
Normal
Frame

37. Difference in viewing time
35
30.901
30
27.449
25
20.312
20
15
10
5
0
Blur
Normal
Frame

38. Eye-tracking: conclusions
• Need, poverty, urgency, quite shocking
• Eye contact
• Close up
• Western children: be careful
• Logo charity
 test to quantify!

39. Questions?
Interested in working at DSC?
griet.verhaert@dsc.be