SunTec India, a leading multi-process IT outsourcing company, recently helped a global children’s foundation with footprints in over 70 countries worldwide in profiling and segmenting its sponsors so that they can identify and target the right market for high-value sponsorship appeals. The organization works with a number of institutions, celebrities, companies and trusts, aiming to create an everlasting change for children and helping them build a better future.
The project involved gaining a deeper understanding of its sponsors, segmenting them on the basis of their potential of becoming a high value sponsor and building a targeting model so that the client can plan their direct marketing spend and reach out to the donors who are most likely to become high value.
We formed a team of 8 professionals to work on the project, collect data pertaining to donations, sponsorship & volunteers, and dedupe, combine, merge, cleanse and enrich it to build a clear and actionable picture of the donors and funding agencies. We created their profiles using the information collected along with the lifestyle data to gain a deeper understanding. Further, a high volume target model was developed using multivariate statistical techniques so that responders can be analyzed against non-responders.
“To identify a consumer’s potential to become a high value donor, we took into account a number of key variables like how many times a person wrote to their sponsored child. We developed the targeting model, helping the client accurately pinpoint donors, prospects and lapsed donors who had the potential to become high value. The client now uses the insight to control their marketing campaign budget and ensure better targeting,” said Mr. Sugeet Wahal, Vice President, Digital Content Solutions Division at SunTec.
With this high-value donor model, we could also identify that while 50% of the campaign response is generated by 10% of child sponsors, over 40% of response comes from 5% of supporters.