Upgrading donation value for the NDCS
The National Deaf Children’s society wanted us to identify the best prospects from among their regular donors for upgrade campaigns.
We first built a predictive model to score regular donors on their likelihood to upgrade.
We analysed the effect and timing of previous upgrade campaigns.
Then we added another model layer which predicts the likely value of the upgrade.
The NDCS uses this model for on-going campaign selection, and as a guide for the amount to ask for.
60% of donors with the highest propensity score agree to an upgrade, compared to 37% of those with the lowest score.
Upgrade value varies significantly by value score.