Case Study: Prostate Cancer UK lifts appeal response and revenue with Dataro

Prostate Cancer UK lifts appeal response above 8% with Dataro

Prostate Cancer UK was seeking to improve the performance of its direct mail appeals, which traditionally relied on RFM (Recency, Frequency, Monetary value) analysis for donor selection. They partnered with the vendor Dataro to test its AI-powered predictive modeling software against their standard method.

Dataro implemented its machine learning solution to analyze donor behavior and assign a propensity score to each supporter, identifying those most likely to give. This process was integrated with their Blackbaud Raiser's Edge CRM. The results were significant: Dataro's model helped Prostate Cancer UK raise an additional £11,000 and attract over 440 extra gifts. It also increased the campaign's response rate to over 8% and boosted the return on investment (ROI) by 14.8%, demonstrating a substantial improvement over the previous RFM approach.

Prostate Cancer UK