High Value Audiences Help Feed Millions For Heifer International

Ashley Michael
Donor Conversion Manager, Heifer International

Rob DiCesare
Director Marketing Analytics, Acxiom

Since 1944, Heifer has helped
more than 15 million families in
more than 125 countries move
toward greater self-reliance
through the gifts of animals and
training.

The most powerful aspect of
Heifer’s model is demonstrated as
each recipient passes on an
animal’s offspring and training in
its care to another needy family,
creating an ever-widening circle of
hope.

• Acxiom provides data,
processing, consulting, SMS /
digital and/or other services to
more than 7,500 recurring
clients around the globe in
approximately 50 countries
and 20 languages
• Named No. 1 U.S. Agency in
2010 for third year in a row,
Ad Age
• Named No. 2 in “World’s Top
CRM/Direct Marketing
Agencies” Ad Age

Spanning Business Models,
One Thing Remains Constant…
• A small portion of one’s potential audience accounts for a
preponderance of success – the 80/20 rule
• Heifer International has identified a program to improve their ability
to define, recognize and understand the interaction of top audiences
enabling them to increase impact and to keep the lights on for tens
of millions of people in need around the world through self-
sustaining gifts

4

High Value Audiences Keep the
Lights on…for Millions of People
around the World

Ashley Michael Rob DiCesare
Donor Conversion Manager, Director Marketing Analytics,
Heifer International Acxiom

5

Where Does It Start?

Data Profile Analysis
Giving • Lifestyle Profile
Patterns • Demographics
Right Message, • Consumer
Behavior
Right Donor
Motivation
Patterns

Donor Product
Types Selection

6

Behavioral Analysis
A Donor Investigation
The Six Ws Response
Clusters
• Donor Types
Data Portrait • Giving Patterns
Who: Giving Clusters and Analysis • Product Selection
• Consumer • Motivation Patterns
Donor Types • Lifestyle
• Demographics

What: Product Clusters
Predictive
Modeling
Where: Transaction and
Lifestyle Profiles
Data Portrait
Analysis
When: Transaction and
Lifestyle Profiles

Why: Motivation Clusters Right Message Right Donor
• Increased Donor Satisfaction
How: Predictive Model • Increased Donor Engagement
• Increased Revenue

7

Donor Profiles
Segment 1
New Index Segment 2
Sustainer Index Segment 3
Active Index Occasional 4
Segment Index
Age 54 100 60 112 55 102 46 86
Income $74,723 100 $68,701 92 $76,625 102 $79,011 106
Net Worth $262,632 92 $249,186 87 $310,093 108 $325,211 113
Home Value $236,843 98 $212,718 88 $253,996 105 $268,062 110
Presence of Children 36% 104 26% 75 36% 104 40% 116

Completed Graduate School 29% 94 31% 101 32% 103 31% 102
International Travel 10% 98 12% 117 10% 97 9% 88
Interest in the Arts 40% 95 45% 108 42% 101 41% 97
Interest in Children's Interests 53% 99 50% 93 55% 102 57% 105
Interest in Environment 24% 91 33% 125 26% 97 23% 86
Interest in Community/Charities 43% 94 53% 116 45% 99 42% 92

Top Personicx Clusters 01 - Summit Estates 09 - Platinum Oldies 01 - Summit Estates 01 - Summit Estates
04 - Skyboxes & Suburbans 28 - Suburban Seniors 02 - Established Elite 04 - Skyboxes & Suburbans
02 - Established Elite 03 - Corporate Clout 04 - Skyboxes & Suburbans 07 - Lavish Lifestyles

8

Donor Profiles Compared
Estimated HH Income

50%

40%

Segment 1 30%
New
Segment 2 20%
Age 1st Individual in HH Active
Segment 3
Sustainer 10%
Segment 4
70% Occasional
0%
60%

50%
New
Segment 1 40%
Active
Segment 2
30%
Sustainer
Segment 3
Segment 4 20%
Occasional
10%
Net Worth
0% 50%
18-35 36-65 45%
66 +
40%
35%
30%
25% New
Segment 1
20% Active
Segment 2
15%
Sustainer
Segment 3
10%
Segment 4
5% Occasional
0%

Results of Donor Analysis
• Understanding differences and similarities between donor types
ignited strategic discussions about how to personalize the approach
to the donor base
• Results: Generation of many actionable ideas about how to
anticipate and influence donors

10

From Understanding
to Anticipating and
Influencing…

Work Steps
Step 1 – Enhanced Donor Data with External Attributes
• Append InfoBase® geo-demographic lifestyle data to the New Donor
and Sustainer universe. Only records that matched used for
modeling

Step 2 – Identified Most Important Attributes for Modeling
• Statistical analysis of individual variables to determine correlation to
being a Sustainer

Step 3 – Built Regression Model
• Determine a final regression equation for the Heifer International
Sustainers

12

Predictive Model Example Data Only

Top Decile is 4.5
Model enables precision times more likely
targeting of best targets to be a Sustainer

Demi- % of Cumulative Cumulative Cumulative
Decile N Target=Yes Pen Rate Index Target % Target % Index
1 5,356 2,272 42.4% 454 22.7% 22.7% 42.4% 454
Model targeting
2 5,356 1,231 23.0% 246 12.3% 35.0% 32.7% 350
3 5,356 919 17.2% 184 9.2% 44.2% 27.5% 295
lift vs. Random
4 5,356 779 14.5% 156 7.8% 52.0% 24.3% 260
5 5,356 649 12.1% 130 6.5% 58.5% 21.8% 234
6 5,356 639 11.9% 128 6.4% 64.9% 20.2% 216
7 5,357 535 10.0% 107 5.4% 70.3% 18.7% 201
8 5,356 498 9.3% 100 5.0% 75.2% 17.6% 188
9 5,356 426 8.0% 85 4.3% 79.5% 16.5% 177
10 5,356 358 6.7% 72 3.6% 83.1% 15.5% 166
11 5,356 324 6.0% 65 3.2% 86.3% 14.6% 157
12 5,356 279 5.2% 56 2.8% 89.1% 13.9% 149
13 5,356 238 4.4% 48 2.4% 91.5% 13.1% 141
14 5,357 238 4.4% 48 2.4% 93.9% 12.5% 134
15 5,356 162 3.0% 32 1.6% 95.5% 11.9% 127
16 5,356 137 2.6% 27 1.4% 96.9% 11.3% 121
17 5,356 110 2.1% 22 1.1% 98.0% 10.8% 115
18 5,356 89 1.7% 18 0.9% 98.8% 10.3% 110
19 5,356 71 1.3% 14 0.7% 99.6% 9.8% 105
20 5,356 44 0.8% 9 0.4% 100.0% 9.3% 100
Total 107,122 9,998 9.3% -

13

Results
• Targeted messaging to the most likely sustainers yielded larger gifts.
• Targeting only the most likely sustainers will decrease campaign
cost and allow for expense re-investment.

14

Takeaways
• Understanding the donor base creates a more personalized
approach to communications
• This understanding enables anticipation and influence, which helps
accelerate the conversion to a Sustainer
• Donor insight development is an iterative process. These efforts
create a path to a closer connection between donors and the cause

15

Questions?
How to get involved.

1. Choose Heifer holiday gifts
this year. Chicks, a llama or
even a Heifer will make an
unexpected gift, and your
friends and family will be
honored you’ve given a gift of
hope and self-reliance in their
honor.
2. Become a monthly donor
and give animals throughout
the year to help families build
a brighter future.

Find out more at
www.heifer.org.
16

Thank You!

www.heifer.org

www.acxiom.com
Stop by our Booth #513

17

High Value Audiences Help Feed Millions For Heifer International

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