Custom model gives new life to mature acquisition campaign

Date Published
11/08/2019
Author
Bill Blinstrub

The Situation

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.

The Strategy

Knowing that “who” you mail determines as much as 60% of a campaign’s success, Allegiance Fundraising 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 Results

  • 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. 
About the Author:
Bill Blinstrub
Senior Account Executive, Agency Division

Years in the industry

6 in Fundraising, 20+ in direct mail and marketing

Role at the Company

I develop and execute client strategy, as well as provide results analysis and budget management. I am the key face-to-face client contact, advising on all fundraising activities, best practices, trends, whatever my clients need! If my client needs something, I make it happen!

What excites you about your work at AFG?

I love the people, and the culture. AFG really creates a positive, proactive environment that empowers me to fully immerse myself in serving my clients. No idea is off limits, new thinking is encouraged, and everyone works together to meet one common goal.

What are your hobbies/interests outside AFG?

I am an avid- but not fast- runner. I enjoy competing in road races whenever possible. Its a great way to experience a new city/place, and I love running “unplugged”, no headphones. I love to hear the sounds of nature around me. Running really allows me to connect with a place and its people.

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