DIABETES CANADA – CALENDAR & CARDSList Acquisition
Diabetes Canada needed to increase the number of new donors they were acquiring through the mail. The acquisition program had been inconsistent, and the current control package was underperforming previous test campaigns. Our first step was a Second Gift Analysis. We looked at list performance, package performance, time of year to determine what combinations historically resulted in the highest long-term value. From volume of donors acquired standpoint the best performing package was a card package. But we could see that other mission based appeals while resulting in fewer donors, would result in higher lifetime value.
We introduced cards back into the acquisition program, but not without an objective to test packages that would improve long-term value by increasing second gift rates and migration to monthly. But at a decent cost per acquisition. The criteria was, on roll-out it had to be less expensive than the 5-card package and if a premium was included, it had to have a stronger link to the mission than cards. The rationale for this was we were not expecting better response rates, so to keep CPAs in line we couldn’t have costs go up. And we knew from our second gift analysis that packages with premiums tied to the mission had higher LTV.
Today, Diabetes Canada has two solid control packages: 5-Card pack and Super Foods calendar that are targeted based on list performance (we weigh response with LTV). The Super Foods calendar is the sole control for reactivation. And we continue to test new mission based packages into the mix.