MS Canada, a national nonprofit organization working with researchers, donors, partners, volunteers, and people living with MS to bring about positive change.
Challenge
With the effectiveness of rental and trade lists in decline, MS Canada faced underperformance in its primary donor acquisition channel. To ensure long-term sustainability, the organization needed to future-proof its strategy by uncovering new donor segments and exploring alternative media channels.
Objectives
- Understand existing donor base groups
- ‘Best’ vs ‘Rest’
- Regional variations
- Identify high propensity groups missed with existing acquisition tactics
- Identify and test new media channels and omnichannel tactics to evaluate response rates and
Our Approach
CiG supported MS Canada through intelligentVIEW to identify new high potential audience segments and media mix recommendations.
Step 1: Segment the donor base using monetary contribution and regionality to differentiate “Best” vs. “Rest” donor groups.
Step 2: Profile audience groups and identify opportunity
Key insights:
- A clear contrast in intelligentSEGMENTS profiles between high-value donors and the rest
- Significant regional variations in the composition of high-value donors
Step 3: Support MS Canada in launch of an omnichannel test campaign across digital, personalized mail, and unaddressed mail. This enabled MS Canada to measure and compare response rates, channel attribution, and cost of acquisition.
Impact & Value
The deep audience understanding uncovered by intelligentVIEW allowed MS Canada to activate new donor segments while diversifying acquisition channels. This test laid the foundation for more resilient and data-driven fundraising strategies in the face of regulatory and market changes.
“Based on the insights that intelligentVIEW provided about our current donor base, we were able to quickly determine key target audiences to drive testing of a number of new media channels for us, including unaddressed campaigns. intelligentVIEW provides us with the ability to not only understand how each channel plays a part in prospect engagement, but to run A/B testing across many platforms in a true omnichannel environment.”
— Tracey Dhani, Director, Annual Giving and Donor Relations, MS Canada
