Segmentation and targeting drive larger donations and better ROI for The Humane Society
Focusing on donors and donation ranges identified by Epsilon, The Humane Society saw the average size of individual gifts double. While their response rate decreased, the larger donations drove an increase in ROI.
In addition to better ROI, they also met their goal of bringing in more engaged, higher-value donors. And retention has improved, with continuing commitment from more donors.
“The results definitely exceeded my expectations …
We plan to use this method for the foreseeable future.”
— Emily Courville, Director, Data Analysis, The Humane Society of the United States
higher gift size
The size of donations from new target donors was 2X higher than the previous average.