Alzheimer Society of Canada/Ontario

Background CCM’s first step was a multi-year audit of the Alzheimer’s fundraising program performance. We looked at a multitude of key benchmarks including long-term value, renewal rates, attrition, and second gift conversion. In addition we analyzed per success by program, including by segmentation. We leveraged our learnings across the board and implemented many changes specifically with acquisition we began:

  • Better targeting of lists
  • Greater concentration on markets which had been under-utilized e.g. Francophones
  • Rejuvenating creative including more compelling emotional content

Results

  • Significantly surpassed goal boosted response
  • Found over 11,000 new donors