Case Study: Uncovering Major Donors in Your Mass Marketing Files

From this data and its typical segmentation, ABS created a test pool. Ultimately, more than 7,000 data enhanced modeled names were included, which were divided into four groups with two test cells in each:

• Rising donors — $1,000 to $9,999 cumulatively in one of the last three years
• Rising donor prospects — $500 to $999 cumulatively in one of the last three years
• Upper donors — one-time gift of $100 to $499 recently
• General donors — current donor but last gift less than $100

Stretch offer development
The typical Bibles for China control offer stated that every dollar given will provide the paper to print a Bible in China for someone who needs one. The ask array is based on the largest gift in recent times, starting with the last gift, then 1.5 times the last gift, two times the last gift and a write-in amount. For example, if the largest recent gift was $50, the ask string was $50, $75, $100 and a write-in amount.

To test the likelihood of major-donor potential while simultaneously attempting to upgrade donors, ABS also provided a stretch offer: A roll of paper used to print Bibles costs $600 and makes 600 Bibles. That offer included a stretch ask string of $100, $200, $300 and $600.

Innovative creative
Since this was a significant test with major-giving potential, the package incorporated many elements:

• a 9-inch-by-12-inch carrier
• two-page personalized proposal
• personalized portfolio with die-cut panel
• contained an actual page from a Chinese Bible
• printed on the paper the donor was being asked to provide
• designed so the donor could frame or display it

Both the control and test recipients also received a pre-campaign voice broadcast if ABS had a phone number for the donor, an e-mail announcement for donors who had provided e-mail addresses, a follow-up personalized note card and a follow-up telemarketing call.