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Client: A major U.S. Symphony with more than 100 years of history. |
Challenges: The symphony was dealing with long-term declines in patron donations and attendance. Although they had invested substantially in direct mail campaigns for years, the results were unsatisfactory. Mailing to ever-larger lists had increased costs but had not increased donations or attendance nearly as much.
Solution: Management Analytics Group used the symphony's own donor and patron data and also used names from lists traded with selected other non-profit organizations the community. We used our new patent-pending methodology to analyze these data to reveal potential donor and patron names that would otherwise have been ignored.
Results: Management Analytics Group's approach worked exceptionally well. Campaign response was higher even with fewer names being contacted. This is unusual since most list and name selection tools improve sales efficiency only by selecting fewer but better names. Few can find more good names. All told, the improvements amount to over $600,000 dollars a year in either increased revenue or decreased costs compared to the “industry standard” approach. Marketing campaigns are now dramatically less expensive but produce similar overall revenues as the much more expensive prior campaigns.
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