All efforts to change this have failed. Their focus has always been on the wrong things e.g. frequency of communication. Frequency assumes everyone is the same, and all would be well if only we could find the magic number!
The obvious truth is some people stay and some go. The problem is there’s no knowing who or why.
DonorVoice’s team built a model answering both the who and why questions. We call this our TrueQuality ScoreTM. Now we could identify, at moment of sign up, the donors most at-risk of leaving. Meaning we could take targeted, effective action to save them.
We recommended a phone call to the donors highest at risk with the intention to save them. Our script used behavioral insights known to increase motivation. And we added specific donor insights from our predictive modeling.
A group of at-risk supporters got the call. Another group of at-risk supporters didn’t.
