Iowa Public Television had been mailing the same acquisition control package—successfully—for many years, and it helped build a mature and successful program. However, in recent years, acquisition response rates have been softening.
IPTV wanted to reverse the trend without abandoning the control package that worked so well and provided high brand recognition in the market.
Knowing that “who” you mail determines as much as 60% of a campaign’s success, Allegiance Group created a custom acquisition response model for IPTV. There is no charge to build a custom acquisition response model, and the list is similar in cost to other acquisition lists, so not only does a response model offer a source of new names, it is cost neutral.
Working with our data co-op partner, Allegiance leveraged actual donor response data from IPTV and built a list model that was customized specifically to find prospects most likely to become donors to Iowa Public Television. The list was built emphasizing response rate as the behavior we wanted to model.
The custom modeled list was a success!
- The modeled list generated the second-highest response rate and average gift of any list in the campaign.
- The custom list model accomplished IPTV’s goal of increasing response rate without changing packages or adding to cost.