AFG Beats “the Other Guy”
The Nine Network wanted to test two separate approaches to recapturing
lapsed members. The control was the Allegiance Fundraising Agency Services Action Needed package, which is one of our top-performing packages plus a 3-email series.
The test was performed by a different outside fundraising service provider, and included mail, email, and telemarketing.
To ensure a fair test, we performed an A/B split by Tag (Tags A – J and Blank). Allegiance Fundraising retained one-half of the file and the other half received the test approach.
The Control — Action Needed
The control strategy for the lapsed segment included mailing two hits of the Action Needed package and incorporating three email deployments with supporting messages. The timing coincided with the March on-air pledge dates, from late February through March of 2018.
From the AFG half of the file, we selected the following:
• Hit #1 mailed all available names = 15,523
• Hit #2 mailed only specific Tags = 5,780
• Total quantity mailed was 21,303
• Three emails were sent to all available email addresses.
The “Other Guy”
The test began with a single hit of mail, which was followed by four email deployments, and approximately four weeks of telemarketing. The mail dropped in mid-April, the emails deployed late April through the end of May, and the telemarketing ran through mid-May to mid-June.
In total, the test utilized a lapsed member file of 24,548.
The Allegiance Fundraising approach was the clear winner!
Even though the test campaign had the lower costs, the Allegiance Fundraising Strategy net revenue was 70% higher than the test and outperformed the test in all metrics.
The Action Needed campaign by Allegiance Fundraising received:
• 45% Higher Response Rate
• 36% More Renewed Members
• 19% Higher Average Gift
• Almost 50% Higher Gross Revenue
• 70% Higher Net Revenue
We believe the strong creative, the second targeted hit of direct mail, and well-timed emails lead to the success of the campaign.