Case Study: Greenpeace Australia Pacific boosts appeal revenue with Dataro donor scoring

Greenpeace Australia Pacific boosts appeal revenue by 12.7% with Dataro

Greenpeace Australia Pacific faced the challenge of optimizing its direct mail appeal list selection, a traditionally time-consuming process using manual RFM segmentation that often resulted in wasted costs and missed revenue opportunities. They partnered with Dataro to utilize its machine learning donor scoring service to better identify which supporters were most likely to give.

Dataro implemented its solution by analyzing Greenpeace's entire fundraising history to generate individual propensity scores for each donor, creating a recommended campaign list. This approach identified donors that RFM analysis missed and recommended excluding others likely to be unresponsive. The results were significant: the appeal using Dataro's list saw a 12.7% lift in net revenue, a 22.8% improvement in ROI, and a higher response rate of 6.9% compared to 5.3% for the RFM method.

Greenpeace Australia Pacific