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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.

The challenge

  • 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

The solution

  • 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

Results

  • 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

Related links

The Heritage Foundation | Convio