Mid-Level Donor Engagement case study
The Value of Engagement vs. Non-Engagement
A managed account with regular engagement is significantly more valuable than one with no engagement, as this example shows.
01
Objective
Determine the impact on revenue for donors we ‘engaged’ with versus those who we ‘did not engage’ with.
02
Details
Donors who were included in mid-level portfolio for at least 12 months were evaluated. Anyone who had a ‘2-way’ interaction with a Synergy Relationship Manager via phone call, email, text message, or letter were part of the ‘engaged’ cohort. Everyone else was part of the ‘not engaged’ cohort.
03
Conclusion
Donors ‘engaged’ with;
- Generated 20% more revenue (YOY) while those not engaged with lost 5%.
- Had a 40% increase (YOY) in average gift while those not engaged with had only a 19% increase.
- Averaged 33% more ($) overall per year while those not engaged with saw only a 13% increase.
the results
Engaged vs. Not Engaging
| Engaged (CY21) | Did Not Engage (CY21) | |
|---|---|---|
| Records | 699 | 618 |
| Portfolio Total ($) | $1,567,565 | $881,213 |
| YOY % Change | 20% | -5% |
| Average Gift | $1,173 | $841 |
| YOY % Change | 40% | 19% |
| Avg. Per Unique Donor | $2,670 | $1,836 |
| YOY % Change | 33% | 13% |
