13,577 registered charities in New Zealand seek funds from NZ businesses and public. This, combined with ChildFund retaining 20% of donated sponsorship funds to run the New Zealand operation, has resulted in every operational dollar being scrutinised for maximum ROI.
Historically the Marketing team relied on experience and intuition to target sponsors within the ChildFund base for donation appeals. In taking this approach, ChildFund has not leveraged one of its most important assets – the data it holds on sponsors and their child and donation history.
This project has seen the successful development of a targeting approach that is designed to maximise Sponsor responsiveness and donation amounts. The approach works at three levels using data mining processes to identify and target the most responsive audience. This is then coupled with the presentation of a highly personalised donation request amount and in targeted instances, a personalised donation stretch amount.
The targeting approach has been designed to be redeployed across a number of donation appeal campaigns to ensure the investment is maximised across the year.