Exceeding Growth Expectations in a Tough Economy
The Challenge: Achieving significant revenue growth goals during tough economic times is challenging. Facing precisely that task, Easter Seals enlisted SCA Direct to help develop a 3-year, focused acquisition and renewal growth strategy.
The Solution: Coordinated collaboration with the client and their partners in list planning and modeling, SCA Direct drove refinement of a model that would identify donors most likely to become and, more importantly, remain Easter Seals supporters. This was then applied to specific lists based on historical performance. New donor growth was 25% higher than anticipated in the first year of implementation.
SCA Direct also performed an in-depth file audit and identified several micro-segments within Easter Seals’ donor base that had the highest potential to generate additional revenue. These segments were targeted with specialized creative treatments, which resulted in stronger campaign-level performance driven by higher response rates and an increase in average gift size.
The Result: A strategic growth plan based on a combination of up-front acquisition performance and long-term donor retention proved successful. This approach utilizes all available tools to selectively target different audience segments and lists, and then aligns creative offers and messages to drive improved results that support the plan.