Humane Society

humane society

Segmentation and targeting drive larger donations and better ROI for The Humane Society

The story

Historically, The Humane Society relied on high-response, low-dollar donations to support their mission. To improve ROI, they decided to shift their strategy to target a smaller audience for larger donations. They asked Epsilon to help them identify who to ask for donations and how much to ask for.

Using Abacus® Cooperative data, we built a donation range model, and a new mail piece was sent to the segments that showed a predisposition to give higher donations. The letter featured higher suggested donation amounts. Simultaneously, we performed a merge optimization to suppress lower-performing names that showed little or no donor activity.


  • Donor strategy

Services & Products

  • Strategic consulting
  • Abacus Cooperative data
  • Segmentation
  • Modeling
  • Targeting


  • Nonprofit
The solution
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humane society

The results

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

humane society

higher gift size

The size of donations from new target donors was 2X higher than the previous average.

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