Ashley MichaelDonor Conversion Manager, Heifer International

Rob DiCesareDirector Marketing Analytics, Acxiom

Since 1944, Heifer has helped

more than 15 million families in

more than 125 countries move

toward greater self-reliance

through the gifts of animals and

training.

The most powerful aspect of

Heifer’s model is demonstrated as

each recipient passes on an

animal’s offspring and training in

its care to another needy family,

creating an ever-widening circle of

hope.

• Acxiom provides data, processing, consulting, SMS / digital and/or other services to more than 7,500 recurring clients around the globe in approximately 50 countries and 20 languages

• Named No. 1 U.S. Agency in 2010 for third year in a row, Ad Age

• Named No. 2 in “World’s Top CRM/Direct Marketing Agencies” Ad Age

Spanning Business Models, One Thing Remains Constant…

• A small portion of one’s potential audience accounts for a

preponderance of success – the 80/20 rule

• Heifer International has identified a program to improve their ability

to define, recognize and understand the interaction of top audiences

enabling them to increase impact and to keep the lights on for tens

of millions of people in need around the world through self-

sustaining gifts

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High Value Audiences Keep the Lights on…for Millions of People

around the World

Ashley Michael

Donor Conversion Manager,

Heifer International

Rob DiCesare

Director Marketing Analytics,

Acxiom

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Where Does It Start?

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Right Message, Right Donor

GivingPatterns

Data Profile Analysis

Product Selection

Donor Types

Motivation Patterns

• Lifestyle Profile• Demographics• Consumer

Behavior

Behavioral AnalysisA Donor Investigation

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Right Message Right Donor

• Increased Donor Satisfaction

• Increased Donor Engagement

• Increased Revenue

Predictive Modeling

Data Portrait Analysis

• Consumer

• Lifestyle

• Demographics

Response

Clusters

• Donor Types

• Giving Patterns

• Product Selection

• Motivation Patterns

Data PortraitAnalysis

The Six Ws

Who: Giving Clusters and

Donor Types

What: Product Clusters

Where: Transaction and

Lifestyle Profiles

When: Transaction and

Lifestyle Profiles

Why: Motivation Clusters

How: Predictive Model

Donor Profiles

New Index Sustainer Index Active Index Occasional Index

Age 54 100 60 112 55 102 46 86

Income $74,723 100 $68,701 92 $76,625 102 $79,011 106

Net Worth $262,632 92 $249,186 87 $310,093 108 $325,211 113

Home Value $236,843 98 $212,718 88 $253,996 105 $268,062 110

Presence of Children 36% 104 26% 75 36% 104 40% 116

Completed Graduate School 29% 94 31% 101 32% 103 31% 102

International Travel 10% 98 12% 117 10% 97 9% 88

Interest in the Arts 40% 95 45% 108 42% 101 41% 97

Interest in Children's Interests 53% 99 50% 93 55% 102 57% 105

Interest in Environment 24% 91 33% 125 26% 97 23% 86

Interest in Community/Charities 43% 94 53% 116 45% 99 42% 92

Top Personicx Clusters 01 - Summit Estates 09 - Platinum Oldies 01 - Summit Estates 01 - Summit Estates

04 - Skyboxes & Suburbans 28 - Suburban Seniors 02 - Established Elite 04 - Skyboxes & Suburbans

02 - Established Elite 03 - Corporate Clout 04 - Skyboxes & Suburbans 07 - Lavish Lifestyles

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Segment 1 Segment 2 Segment 3 Segment 4

Donor Profiles Compared

Age 1st Individual in HH

0%

10%

20%

30%

40%

50%

60%

70%

18-35 36-65 66 +

New

Active

Sustainer

Occasional

Segment 1

Segment 2

Segment 4

Segment 3

Estimated HH Income

0%

10%

20%

30%

40%

50%

New

Active

Sustainer

Occasional

Segment 1

Segment 2

Segment 4

Segment 3

Net Worth

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

New

Active

Sustainer

Occasional

Segment 1

Segment 2

Segment 4

Segment 3

Results of Donor Analysis

• Understanding differences and similarities between donor types

ignited strategic discussions about how to personalize the approach

to the donor base

• Results: Generation of many actionable ideas about how to

anticipate and influence donors

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From Understanding

to Anticipating and Influencing…

Work Steps

Step 1 – Enhanced Donor Data with External Attributes

• Append InfoBase® geo-demographic lifestyle data to the New Donor

and Sustainer universe. Only records that matched used for

modeling

Step 2 – Identified Most Important Attributes for Modeling

• Statistical analysis of individual variables to determine correlation to

being a Sustainer

Step 3 – Built Regression Model

• Determine a final regression equation for the Heifer International

Sustainers

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Predictive ModelTop Decile is 4.5

times more likely

to be a Sustainer

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Demi-

Decile N Target=Yes Pen Rate Index

% of

Target

Cumulative

%

Cumulative

Target %

Cumulative

Index

1 5,356 2,272 42.4% 454 22.7% 22.7% 42.4% 454

2 5,356 1,231 23.0% 246 12.3% 35.0% 32.7% 350

3 5,356 919 17.2% 184 9.2% 44.2% 27.5% 295

4 5,356 779 14.5% 156 7.8% 52.0% 24.3% 260

5 5,356 649 12.1% 130 6.5% 58.5% 21.8% 234

6 5,356 639 11.9% 128 6.4% 64.9% 20.2% 216

7 5,357 535 10.0% 107 5.4% 70.3% 18.7% 201

8 5,356 498 9.3% 100 5.0% 75.2% 17.6% 188

9 5,356 426 8.0% 85 4.3% 79.5% 16.5% 177

10 5,356 358 6.7% 72 3.6% 83.1% 15.5% 166

11 5,356 324 6.0% 65 3.2% 86.3% 14.6% 157

12 5,356 279 5.2% 56 2.8% 89.1% 13.9% 149

13 5,356 238 4.4% 48 2.4% 91.5% 13.1% 141

14 5,357 238 4.4% 48 2.4% 93.9% 12.5% 134

15 5,356 162 3.0% 32 1.6% 95.5% 11.9% 127

16 5,356 137 2.6% 27 1.4% 96.9% 11.3% 121

17 5,356 110 2.1% 22 1.1% 98.0% 10.8% 115

18 5,356 89 1.7% 18 0.9% 98.8% 10.3% 110

19 5,356 71 1.3% 14 0.7% 99.6% 9.8% 105

20 5,356 44 0.8% 9 0.4% 100.0% 9.3% 100

Total 107,122 9,998 9.3% -

Model enables precision targeting of best targets

Example Data Only

Model targeting lift vs. Random

Results

• Targeted messaging to the most likely sustainers yielded larger gifts.

• Targeting only the most likely sustainers will decrease campaign

cost and allow for expense re-investment.

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Takeaways

• Understanding the donor base creates a more personalized

approach to communications

• This understanding enables anticipation and influence, which helps

accelerate the conversion to a Sustainer

• Donor insight development is an iterative process. These efforts

create a path to a closer connection between donors and the cause

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Questions?How to get involved.

1. Choose Heifer holiday gifts this year. Chicks, a llama or even a Heifer will make an unexpected gift, and your friends and family will be honored you’ve given a gift of hope and self-reliance in their honor.

2. Become a monthly donor and give animals throughout the year to help families build a brighter future.

Find out more at www.heifer.org.

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Thank You!

www.heifer.org

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