Brief

The WWF donor database held a significant number of previous supporters who were being excluded from campaigns, because mailing "returns" had been received from the address held. Identifying these as a potentially valuable resource, WWF asked Purple to devise a model that could distil the viable prospects from this pot of "lost" supporters.

Solution

Purple designed and applied a series of scoring and validation steps to identify and validate those donor records who were still potential givers and who could be cost effectively and safely reactivated.

Result

The first mailing to over 20,000 previously "inactive" and "lost" donors modeled and reactivated by Purple delivered a response rate double that normally achieved from "active" donor mailings delivering an ROI in excess of 88%. The campaign has been nominated as a Finalist in the 2011 Data Strategy Awards for "Best use data in the Charity Sector" .