The model has also been used successfully on multiple occasions to plan events and is generating new converts into Alzheimer’s legacy programme. This was done by producing heat maps of where legacy best prospects are for event planning, and also for targeting local activity.
The model was partially used to drive invitations, and 74% of all attending responses falling into the top decile of model. The events have proved highly successful, and the model showed how important it is as an amazing 96% revealed pledges came from the attendees within the top score decile, with all others in the next decile. Again showing how successful the model is in targeting pledgers.
These were particularly well received by the regional officers who plan and run these events as it provided concrete insights to work with in the planning stage for the first time ever:
“This propensity model is already making a real difference helping me plan my year by clearly showing me where it would be best to target my marketing events and also how to be cost effective to suit an area of low support. I can also clearly identify the best place to hold my annual Stewardship event which aims to present the work of the Society as a whole.”
Estimates of forward value are made based on current residuary and pecuniary averages, a pledge conversion rate of 90%. Estimates based on these assumptions show that the value of the legacy income achieved through this strategy would be a significant gain.
Whilst the results are impressive in themselves, there are also additional factors that we believe in combination make this different to a “standard” legacy propensity model:
- As a strategic initiative, it has shifted the way data is used and valued both within the fundraising team and also at the operational level
- The model(s) have been fully integrated into Alzheimer’s database team, who were supported in implementing the code, testing and applying the scores – this was done by clever data engineering within FastStats
- Models were all built without using age variables (which can be applied as a filter)
Since this has been supplied as dynamic code, the models will automatically rescore – Alzheimer’s have maintained a score history and use change codes to target increasing propensity (this will provide a “trending” and stewardship opportunity on tracking supporters within the legacy programme)
Whilst underlying model factors might require re-weighting periodically, this recalibration is easy and quick (and therefore cheaper) to implement
- The targeting itself can reference Adroit’s Legasee planning tool to determine acceptable ROIs and cut-offs for activity, supplementing existing forecasting tools
- The models can be used at a bespoke “Region” level to support local planning activity, and have been well received by LMOs as thematic heat maps
- Other applications of the model into media and event planning are planned, meaning it will provide additional benefits
The client commented
“Producing heat maps for those with the highest propensity scores will really help to ensure we maximise the value of our legacy events. We are now able to target supporters who we know are more likely to leave a legacy based on insight rather than on previous assumptions. It gives our legacy officers who plan and run campaigns and events something concrete to work with and enables us to plan legacy communications and the locations of our legacy events much better. It also means we can be more effective as an organisation in planning our customer journeys”