Find out how Save the Children achieved its goals with BigProfiles
Barbara Bellisari
“Why did we want to create a propensity model? To optimize the segmentation of a fundraising campaign and improve its performance.”
Barbara Bellisari
“Why did we want to create a propensity model? To optimize the segmentation of a fundraising campaign and improve its performance.”
Save the Children works every day in Italy and around the world to give children the opportunity to be born and grow up healthy, receive a quality education and be protected. When an emergency breaks out, it takes action to bring basic necessities. Save the Children collaborates with local organizations and partners to meet the needs of minors and guarantee their rights. It concretely improves the lives of millions of children, including those most difficult to reach. Save the Children has been fighting to save childrens at risk and guarantee them a future for over 100 years.
- Industry: Non-profit
- Country: Italy
“Any process optimization definitely starts from the analysis of the pain points”
Client Needs
The organization aimed to optimize its strategies to identify and stimulate specific behaviors among donors. The challenge was to maximize the effectiveness of these campaigns, improving the conversion rate and reducing operating costs. Barbara Bellisari – Head of Mass Marketing Division – commented “Any process optimization certainly starts with the analysis of the pain points”.
The campaigns were focused on different objectives, including:
- Asking for one-off donations from regular donors through the Direct Mail channel.
- Stimulating new donations from those who had made one-off donations in the past.
- Proposing to non-regular donors to become regular donors through Telemarketing campaigns.
- Recovering regular donors who had stopped donating, through the telephone channel.
- Managing DEM campaigns on specific issues such as hunger, diseases, emergencies and other critical situations.
As Barbara Bellisari states: “If it is a Telemarketing or Direct Mailing campaign, reducing the target leads to a reduction in costs, because you are contacting the people with the highest propensity to respond to that campaign”.
“In telemarketing, reducing the target leads to a reduction in costs”
“Optimize the segmentation of a fundraising campaign and improve performance”
Solution Adopted
Using the BigProfiles platform, Save the Children was able to:
- Accurately segment their audience for each specific campaign.
- Customize communications for each segment, increasing the probability of a positive response.
- Optimize the distribution of resources, focusing on those donors with the greatest conversion potential.
“Why did we want to create a propensity model? To optimize the segmentation of a fundraising campaign and improve its performance.”
Barbara Bellisari emphasized: “We tested BigProfiles on three different channels and we verified the consistency of the model in indicating the selection within our target most likely to respond positively”. Furthermore, she added that thanks to retraining “the model improves over time, a bit like wine”.
“We verified the consistency of the model on three different channels”
Results achieved by Save the Children with BigProfiles
Thanks to the collaboration with BigProfiles, Save the Children has obtained concrete and measurable results.
“Implementing artificial intelligence did not require the development of a code, but a configuration was sufficient” explained Barbara Bellisari. Although the initial setup phase requires a certain amount of effort, “this is progressively reduced significantly with each subsequent use. We have verified the model, and it is extremely consistent with all channels, so we will certainly continue on this path.”
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