UNICEF USA Doubles Average Donation with High-Value Audience Targeting
In short:
Delve Deeper revamped UNICEF USA’s approach to identifying and engaging high-value donors through sophisticated data engineering and strategic segmentation. This resulted in a 1.7x increase in overall revenue and a 2x lift in Average Order Value (AOV), demonstrating success in acquiring donors who gave significantly more per donation.
The challenge:
UNICEF USA, aware that 20% of its donors were generating around 70% of its total donation revenue, faced the challenge of enhancing the Average Order Value (AOV) from these high-value donors. The main obstacle was engaging this compact yet crucial donor segment effectively to maximize their philanthropic impact.
The approach:
In July 2024, Delve Deeper developed a targeted strategy for UNICEF USA to enhance donor data processes through advanced feature engineering and a comprehensive overhaul of the existing model. This strategy emphasized identifying active, high-value donors by age group, recognizing that the definition of “high value” varies across different demographics.
The total audience included over 1.1 million donors (excluding monthly and offline donors), with about 300,000 active donors identified over the last two years. Within these active donors, Delve Deeper focused on activating the top 20% of donors by Average Order Value (AOV) in each of the seven age segments. These high-value donors were engaged through Programmatic and Search Engine Marketing (SEM) channels, targeting those who have historically contributed the largest donations within their respective age groups.
This audience-first approach was fully integrated with UNICEF USA’s CRM systems to enable precise measurement and ongoing optimization. By leveraging tailored insights across all age demographics, the initiative aimed to significantly boost donor engagement and increase overall contributions.
Summary:
Delve Deeper Results:
The strategic efforts spearheaded by Delve Deeper for UNICEF USA culminated in impressive outcomes, leading to a significant uplift in both donor engagement and financial returns.
By refining their approach to target specific age groups, the initiative achieved a notable 2.06x increase in the Average Order Value (AOV), reflecting deeper and more substantial contributions from each donor.
Overall, the campaign not only improved the total revenue by 1.7x compared to baseline figures but also saw improved conversion rates across all donor segments.
This dual enhancement of revenue and engagement underscored the effectiveness of the tailored, data-driven strategies employed, setting a new standard for how Unicef USA approaches donor interactions moving forward.
Results:
The strategic efforts spearheaded by Delve Deeper for UNICEF USA culminated in impressive outcomes, leading to a significant uplift in both donor engagement and financial returns.
By refining their approach to target specific age groups, the initiative achieved a notable 2.06x increase in the Average Order Value (AOV), reflecting deeper and more substantial contributions from each donor.
Overall, the campaign not only improved the total revenue by 1.7x compared to baseline figures but also saw improved conversion rates across all donor segments.
This dual enhancement of revenue and engagement underscored the effectiveness of the tailored, data-driven strategies employed, setting a new standard for how Unicef USA approaches donor interactions moving forward.