The Nature Conservancy had to halt its face-to-face fundraising efforts amid COVID-19. Still needing to acquire and retain new donors for the cause, they enlisted Epsilon to help shift their strategy from in-person to telemarketing. Using a custom acquisition program, the non-profit successfully acquired new donors over the phone.
The first word that comes to my mind when thinking about Epsilon’s approach was collaboration. We had some great in-depth conversation and brainstorming, truly building off each other—it was not just the spirit of collaboration, but a spirit of trust.”Jill Miller, Associate Director at The Nature Conservancy
The Nature Conservancy chose Epsilon to help them identify and reach their best donor prospects over the phone. After many collaborative brainstorm sessions, we leveraged affinity modeling and a custom telemarketing acquisition program to uncover high-value potential donors.
The first step was to profile The Nature Conservancy’s current telemarketing-responsive and face-to-face acquired donors to uncover demographic, transactional and behavioral insights that would aid the team in crafting the right audience.
Next, leveraging Epsilon’s affinity modelling, the broadest prospect audience for both telemarketing responsive and face-to-face acquired donors was solidified. Then, the team applied phone appends to the newly identified prospect universe for telemarketing solicitation.
We continually optimized based on campaign metrics, continually ideating to find the best prospects throughout the campaign.
Acquiring new donors in a different environment
Watch the video to learn how The Nature Conservancy and Epsilon worked together to acquire new donors during the pandemic.