Case Study: Major Religious Publishing Company boosts gift subscription profits with Alliant

Magazine Publisher Mines Micropayments to Increase Profits

Major Religious Publishing Company worked with Alliant to improve the profitability of its gift subscription direct-mail program. With five mail efforts per year and declining response rates, the company needed a better way to identify which customers were most likely to send a gift subscription and which names should be excluded from the final mail effort.

Alliant analyzed subscriber, donor, and non-responder behavior using its micropayment data variables and built a scoring model to predict response likelihood. The solution improved the publisher’s in-house models, reduced cycle time and costs, and helped suppress the four lowest-scoring segments; the restructured approach delivered a 24% profit gain on the first effort and predicted a 17% increase in pay rates.