Open Doors, an international non-profit organization that helps persecuted Christians worldwide, saw a significant decrease in donations after the 2008 recession; donors were prioritizing other organizations ahead of them in gift giving. The goal was not only to acquire new donors, but to convert one-time donors to multi-donors, maintain relationships with current donors, and re-engage lapsed donors.
Working with great partners, we were able to identify the key issues for specific donor segments. Instead of blasting the same message at an entire donor list, our research enabled multi-channel communication that was targeted to donors at specific stages. This allowed Open Doors to take advantage of the critical resource of donor attention, not wasting it with unwanted or irrelevant communications.
Using this research lead to significant improvements among U.S. donations, both in terms of quantity and quality of engagement. Open Doors went on to use this research process across their worldwide operations, including Canada, the United Kingdom, Australia, South Africa, Brail, and Spain.