The Heritage Foundation
"By using a data warehouse and applying in-depth analysis, Convio Strategic Services gave us an integrated view of our online and offline data, and uncovered the true ROI of our multi-channel approach. We now know that dual channel donors have the highest long-term value and outperform single channel donors by more than 23 percent. That type of intelligence is invaluable to us."
- Christie Fogarty, Associate Director, Memberships Programs, The Heritage Foundation
About The Heritage Foundation
Founded in 1973, The Heritage Foundation is a research and educational institution — a think tank — whose mission is to formulate and promote conservative public policies based on the principles of free enterprise, limited government, individual freedom, traditional American values, and a strong national defense.
- Needed to understand performance of new donors acquired via the web and why some groups were performing better than others
- Wanted to validate that online marketing positively influences overall giving and that people that give through more than one channel were more valuable to their organization
- Unable to bring online and offline data together to understand the influence of a multi-channel approach
- Chose Strategic Services to bring online and offline data together in a proprietary data warehouse and apply matching across channels
- The Strategic Services team helped The Heritage Foundation analyze the impact of multiple communication channels on retention and long-term value
- Analysis also included separate insights into the performance of high-value donors
- Able to quantify the influence of the online channel on donor value — a donor acquired offline with an added online gift is $23.16 more valuable over 12 months
- In addition, a donor acquired online with an added offline gift is $15.50 more valuable over 12 months
- Validation that donors engaged through multiple communication channels have higher retention and long-term value, and reinforcement of The Heritage Foundation’s enhanced web presence and multi-channel approach