With the intent to increase net revenue, Lityx partnered with PWNA’s marketing team and their direct mail agency, Concord Direct, to define an approach that would improve performance and ROI.
The Lityx team examined donors’ behavior based on transactional giving across all of the brands. The team then created models that predicted net revenue and used them to reduce mail volume and improve response.
Lityx defined criteria that scored members based on 115 variables in order to segment the audiences and prioritize the mailing. The selection criteria provided a more personalized and relevant message for members, by brand, and was very successful in increasing net revenue.