Helping nonprofits raise more funds with AI
Discover how UNICEF Australia are using Dataro's AI donor propensities to increase fundraising revenue across their direct mail appeal campaigns, monthly giving and donor engagement activities.
"Using Dataro's AI donor targeting, we've increased our revenue for direct mail appeals, and we've even been mailing less people. Which is an astounding result!"
- Taylor Schultz, UNICEF Australia
(Marketing Specialist, Retention)
How UNICEF Australia leverage AI in their direct mail appeals
UNICEF is a leading global non-profit working to improve the lives of children in need.
As an organization that is 100% donor-funded, UNICEF Australia relies on the generosity of individual donors to fund their work.
In 2020 the charity partnered with Dataro to help improve their direct mail campaign targeting and raise more funds, more efficiently using AI.
Dataro’s AI donor predictions have since become the backbone of UNICEF’s data practices which are delivering improved donor experiences, positive returns and better outcomes for children in need.
Using Dataro’s AI-driven targeting approach to make their direct mail appeal selections, UNICEF Australia has consistently raised more funds in their direct mail appeals, with less outreach and cost and increased efficiency.
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26% uplift in appeal net revenue
35% increase in campaign ROI
Saved $30k in direct mail costs
$32,401 increase in net revenue
265 additional gifts
Despite mailing 6,200 fewer donors
Before using Dataro's AI donor propensities, UNICEF Australia used to rely on time-consuming and simplistic segmentation methods such as RFM for their appeal targeting which often led to missed gifts from donors and wasted outreach to donors who were not likely to give.
Using machine learning, Dataro’s Direct Mail propensity model was integrated into UNICEF's Salesforce CRM, which generated propensity scores and ranks for all of their active cash donors. These were updated weekly in the charity’s CRM and used to make appeal selections.
As a result of using Dataro’s predictions, UNICEF Australia was able to target a smaller audience for their tax appeal, reducing mailing volume by 15,000 and saving $30K in costs. Despite sending significantly fewer letters, they generated more gross revenue and increased net appeal income by 26% and achieved a 35% lift in campaign ROI.
The Christmas Appeal in 2020 saw similar success, generating a $32,401 increase in net revenue and 265 additional gifts, despite mailing 6,200 fewer people. These results have given the charity the confidence to solely rely on Dataro’s AI predictions for all of their appeal targeting.
UNICEF Australia has since integrated the use of Dataro into their regular operations, allowing their entire team of fundraising experts to utilize Dataro’s models for selecting donors across other fundraising programs, such as recurring giving and Gift in Wills and to target their engagement email communications and telemarketing campaigns.
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