Case Study: Uncovering Major Donors in Your Mass Marketing Files

The goals were to test the ability to significantly upgrade giving by donors who are currently major donors to other causes but not to ABS, as well as test the ability to significantly upgrade giving from donors on its file similar to those donors who had given major gifts to other causes but not ABS. ABS used a three-step process:

• Data enhancement and targeting
• Meaningful stretch offer development
• Innovative creative execution

Data enhancement and targeting
To understand its file even better and find potential major givers, ABS matched publicly available giving outside of its own charity to ABS donors. It found that only 10 percent of the ABS file yielded exact matches to outside giving data, so demographic, geographic, current giving data and purchased data were added to the enhancement and targeting. Then a cloning model to identify people who also have the likelihood to give significant gifts was created.