Drummond experience reimagined

CASE STUDY

In Touch Ministries Case Study: Re-Engaging 7 Million Lapsed Members with Clone Modeling

Under the pastorship of Dr. Charles Stanley, In Touch Ministries serves the world through 2,600 radio and television outlets in more than 50 languages.

TALK TO DRUMMOND

The challenge

In Touch Ministries worked with several print providers, each serving a distinct purpose, and was satisfied with every one of them. The ministry was not looking to expand its print scope. But one obstacle had been building for decades with no clear solution.

Seven million inactive members in the database. Over 45 years, In Touch Ministries had accumulated roughly 7 million members who had stopped communicating with the ministry — some of whom had not been contacted in years.

Where In Touch Ministries needed help

Re-engaging lapsed members: bringing back people who had fallen off both the mailing list and online communications.

The solution

Leveraging data-driven technology, Drummond proposed Clone Modeling for the ministry’s direct mail and email campaigns.

  1. Drummond’s clone modeling technology ran the ministry’s current best donor list and analyzed over 1,100 attributes, reporting the strongest shared attributes among the best donors.
  2. Drummond’s data scientists used that analysis to build an ideal supporter profile — the clone model.
  3. The lapsed member list was run against the clone model to identify which lapsed members best matched those attributes.
  4. Those matches became the target audience for the direct mail and email campaigns.

The results

  • 15% overall engagement among lapsed members, with 48% participation
  • 3.6x the industry average level of engagement
  • 2.5x the industry average in greater levels of action
  • 6x faster to donate
  • 360% increase in ROI from the campaign

From project to partner

In less than a year, Drummond proved to be the right partner. Because the ministry saw clear results quickly, the partnership continued into additional multichannel campaigns.

“The technology works. People we hadn’t heard from in 30 years were talking to us again.”

“We appreciate Drummond because they understand our goals and were always able to align with them; they work well with our budget and constraints.”

“We wanted the new technology. At first we were skeptical, but after the test we trusted it and were excited to use it further. The most important part was the tracking of the data — it was so clean and easy to see.”

What In Touch Ministries says about Drummond: innovative and effective, relationship-oriented, a true professional partner.

Sitting on a lapsed list?

If you have a donor or customer file that has gone quiet, there is usually more signal in it than people expect.

CONTACT US

Download the PDF version of this case study · See all Drummond case studies