Rosemont College Boosts Donor Participation with Data-Driven Marketing: PODi Case Study

Vertical Market: Education
Business Application: Direct Marketing/Direct Order - Fundraising

Business Objectives
Rosemont College is a private liberal arts college located in Philadelphia, PA with an enrollment of approximately 900 students. They had previously achieved outstanding results with personalized direct marketing campaigns. Through the use of data analytics and enhanced relevant marketing Rosemont College hoped to improve results for its Annual Fund drive. Objectives for the campaign were:

• Improve overall participation of alumni in annual fund drive
• Grow the stewardship program
• Convert more non-donors into donors
• Improve participation rate by LYBUNT2 and SYBUNT3 groups
• Grow online donations
• Continue to make preparation for public phase of Comprehensive Campaign

Results
Rosemont’s service provider, Pacesetter Enterprises, developed a multi-phase, cross-channel campaign that exceeded expectations.

• Overall alumni participation increased by 9.6% over 2010
• Traditional undergraduate alumni participation increased by 66% over 2010 (this is a key component of any school's participation rate)
• Non-traditional undergraduate alumni participation increased by 30% over 2010 (typically one of the most difficult sectors to get)
• 31% of Rosemont’s past donors increased their gift amount (almost a 7% increase over 2010) and 56% gave what they had given in previous years (a 55% increase over 2010)
• ROI: 1295.65%; Cost to raise $1: $.07
• Non-donor participation increased by 59% over 2010
• Lapsed donor (SYBUNT) participation increased by 275% over 2010
• Last year donor (LYBUNT) participation increased by 91% over 2010
• While most donations continue to come in via mail, Rosemont did see an increase in online donations

Campaign Architecture
Rosemont College is in the midst of a Comprehensive Campaign that requires all Annual Fund efforts to be seamlessly integrated into the $40 million Comprehensive Campaign program. This made the segmentation of the program much more complex.