Plan - Modelling

Developing a high value donor model has transformed DM targeting for Plan International

Plan works in 49 developing countries across Africa, Asia and the Americas, promoting child rights to end poverty. Without donor insight it was impossible to understand  the value of supporters or to accurately target supporter segments with high value campaigns.

The Challenge
To build a model to predict high value supporters, so that direct mail activity for high value appeals was most accurately targeted at those most likely to respond.  This would enable the charity to prioritise direct marketing spend and target or reactivate lapsed donors who are most likely to become of high value.

The Solution
Response One developed targeting models to identify supporter segments according to value and used a multivariate statistical technique to model Plan's ‘responders’ against their ‘non-responders’.

Transactional, communications and activity histories were analysed and appended with lifestyle data to enable rich profiles to be built.

The Results
A very strong High Value Donor model has been developed identifying that 50% of campaign response is generated by just 10% of child sponsors, with over 40% coming from just the top 5% of supporters.

A number of key variables were identified as being highly predictive in identifying a persons’ potential to become a high value donor and Plan now uses this insight to tightly control their marketing.