Case Study: Child Cancer Foundation reactivates long-lapsed donors with Dataro

Child Cancer Foundation reactivates donors with Dataro, driving 87% of revenue from top 5,000 lapsed names

The Child Cancer Foundation, a New Zealand-based health charity, faced a challenge in its appeal segmentation and donor reactivation efforts following staff changes that created a gap in internal data expertise. They partnered with Dataro to see if its AI propensity modeling could improve their campaign targeting and help reconnect with lapsed donors, aiming to increase engagement and donor lifetime value.

Using Dataro's Direct Mail propensity model integrated with their Blackbaud Raiser’s Edge NXT CRM, the foundation identified lapsed donors most likely to donate. In a reactivation campaign targeting approximately 10,000 donors by mail and 25,000 by email, Dataro's predictions proved highly effective. The top 5,000 ranked donors contributed 87% of the revenue, successfully reactivating hundreds of long-lapsed donors and providing a strategic focus for future campaigns.

Child Cancer Foundation