By looking at the community through PRIZM, the Mackenzie Health Foundation discovered they serve a highly diverse, wealthy and fast-growing community that tends to be very generous in their charitable giving. Almost 50 percent of the 1.2 million residents in York Region, near Toronto, are immigrants and approximately 30 percent of residents speak a non-official language at home, which explained why the Foundation’s one-size-fits-all approach was struggling. Despite mailing 30 percent fewer packages, overall annual response rates from the new data-driven annual giving direct mail and telemarketing campaigns jumped by 62 percent, resulting in a 45 percent increase in overall direct mail revenue while lowering costs. The Foundation’s planned giving campaign has also been able to sustain better results since it started targeting its prospective donors. Notably, the donor-to-planned giver conversion rate in 2014 surpassed 31 percent after the first campaign, which was 19 percent better than the industry standard for hospital campaigns at the time.
Through the analysis, high-value potential donors were discovered to be converting at a rate of 40 percent with a response rate of almost 12 percent—double the results of the test panels. By appealing to donors desires to leave a legacy, the responses generated by the campaign were projected to be worth more than $1.2 million in potential bequests from just three small annual planned giving campaigns.