What exactly is Dataro predicting with each Model?
All of the below except the First Gift Model come with the addendum that the contacts must have made a donation before.
*Models with an asterisk require marketing email data in addition to CRM integration data
Appeals Module
DM Appeal: Donates more than $10 to One-Off mail in the next 3 months with a category in ('Appeal', 'Newsletter', 'Acquisition', 'Emergency').
DM Appeal >500: Donates more than ($/£)500 to One-Off mail in the next 3 months with a category in ('Appeal', 'Newsletter', 'Acquisition', 'Emergency').
DM 24M Lapsed: Makes a One-Off donation in the next 3 months, having not made any donations in the last 24 months and having had a successful donation >24 months prior.
Recurring Giving (RG) Module
RG Upgrade: Has donated >0 to Recurring Giving in the last 90 days without any recent failures and donates a maximum value in the next 90 days at least ($/£)5 higher than the last 90 days.
RG React: Has a past RG donation, hasn’t donated to RG in 6 months and donates to RG in the next 6 months. Last commitment must be more frequent than 6 monthly.
RG Churn: Has donated to RG in the last 3 months and doesn’t donate to RG in the next 6. Active commitment must be more frequent than 6 monthly.
Stewardship Module
Major Giving: Donates more than min in the next 12 months by One-Off donations. Values can be: [5000,10000]
Gift in Will: Confirms a bequest (legacy gift) in the next 12 months.
Mid-Level Module
Mid-Level: Donates more than min and less than max in the next 12 months by One-Off donations. Values can be: [min:{500,1000},max:{5000,10000}]. Can include or exclude RG.
Convert to RG Module
Convert to RG: Donates to RG in the next 6 months without having any RG history and having at least 1 prior One-Off gift.
Other Models
TM Appeal: Donates $10 or more to a One-Off Phone campaign in the next 3 months
DM Raffle: Donates more than $10 to One-Off Mail Raffle in the next 3 months.
Appeal EDM: Donates more than $10 to One-Off Email in the next 3 months.
Channel Recommendation: The channel which the contact has the highest total amount to out of (Mail, Email, Phone, SMS). If all of them are equal or no donations have been made, the channel with the highest number of responses.
Ask Amount Recommendation: Suggested single Giving (SG) Ask Value, having regard to SG and RG giving history, prioritising appeal then non-appeal, mean and maximum of past donations, median value of successful first donations, min val £5 or $10.
Long Term Value / Future Giving: Estimated total giving over the next 5 years, in tiers of <$500k, $500-$1k, $1k-$5k, $5k-10k, $10k-$25k, $25k-$100k, and >$100k.
*First Gift: Donates for the first time in the next 3 months, in tiers of cold, cool, warm and hot. Supporters classified as "hot" are likely to yield a positive ROI on a conversion campaign, while warm and cool donors may benefit from more nurture efforts. Those classified as "cold" are unresponsive and may indicate data hygiene concerns such as bounced emails.
Expected ROI: Estimated net revenue generated by inclusion in a direct mail appeal.