Why you should be running more frequent RG campaigns

Charities can improve returns from regular giving programs by running smaller, more frequent telemarketing campaigns for upgrades, reactivations, and retention.

Many charities, especially those with smaller regular giving programs, only run annual or semiannual RG upgrade and reactivation campaigns. Some don't run RG retention campaigns at all.

There are number of reasons for this, including:

• Waiting for 'enough' donors to meet the charity's campaign criteria (e.g. 'call all new regular givers for upgrades after 3 months')
• Convenience of putting donors on a pre-defined donor journey

But this approach has a lot of problems. Critically, by the time 'enough' donors meet the charity's criteria, many have lapsed or gone stale, resulting in lower conversion rates and missed opportunities.

Dataro's CRM integrations mean charities no longer need to take the traditional 'large volume, infrequent campaign' approach. Live propensity scores allow charities to identify and target only those donors most likely to convert at any given time. This has many advantages, primarily:

• Higher campaign conversion rates
• Better net returns (i.e less 'wasted' costs incurred through calling donors not likely to convert)
• Better donor relations, through proactively managing upgrades, reactivations and retention
• Easy to manage - weekly score updates mean no need for pre-defined RG journeys

In most cases, Dataro has found that annual or semiannual programs could be run with smaller volumes at least quarterly. For larger organisations, monthly or even fortnightly retention, reactivation and upgrade programs can yield better overall returns.