Model Behavior

The organization reduced the number of calendars it mailed as a front-end premium. But it still wanted to mail all of its current donors. So the organization developed an inexpensive, case-based appeal as an alternative package. The inexpensive appeal offered donors the calendar as a back-end gift.

The nonpremium donors were selected based on information about past giving to calendars, past giving to other premiums (like notecards), the acquisition package to which the donor first responded and the donor’s recency on the file, as well as traditional RFM. Using the additional criteria reduced the premium mail quantity by half.