Mind Genomics tested three competitors against a control group for a direct mail solicitation to promote a special event MasterCard program. Our team identified 2 specific attitudinal segments and prepared the messaging. The result: the control group experienced a 250% lift over the others across the 12 month test. Worth noting is that the control group reached (and then exceeded) its 12-month total dollar goal within the first quarter.
Stand Up to Cancer wanted to maximize donations by using the right messaging during an ABC, CBS, and NBC simulcast. Mind Genomics mapped their database and stratified it into 4 groups defined by key motivational interests, then helped design messages that addressed each of these groups. The result was an increase of 35% in donation response, with $100 million raised in one hour.
The AHA wanted to improve email fundraising efforts without negatively impacting individuals who signed up for reasons other than donation solicitations. Using Mind Genomics to remap the email database, our team uncovered key interests and matched these to four key groups. We then helped the AHA create email nurturing campaigns that spoke to the recipients’ subscriber motivations in each of these groups. Donation rates increased by 42%.
St. Mary’s Hospital (NY) wanted to reduce less-than-30-day re-admissions due to non-compliance for patients with congestive heart failure. Mind Genomics used its VPI and methodology to aid the hospital staff in easily identifying patients’ motivational viewpoints, then helped them create messages that encouraged patient compliance and, ultimately, led to better quality of life for the patient. Additionally, the hospital staff that participated in this study reported a higher degree of job satisfaction through more engaging patient interaction. Overall, Mind Genomics helped St. Mary’s reduce re-admissions by 80%.
Cornell wanted to maximize donations during our current economic downturn as well as understand differences in giving sentiment between alumni and friends. Mind Genomics mapped their database and separated alumni and friends into 4 groups, classed by motivational interest, with messaging styled for each. At a time when universities were realizing negative to flat gains in donations, Mind Genomics helped Cornell realize a gain of 11% in mailing dollars over the previous year, and a 2% increase in the number of donors.
FLOR wanted to identify and better understand its best-customer prospects and create messages that boosted retention and sales. Mind Genomics helped FLOR isolate prospects’ interests into 3 groups, then prepared messaging tailored to each group. The result: an average increase in sales of 31% across the 3 groups.
Trupanion, a leading provider of pet insurance, was looking for ways to increase conversion rates company-wide, including web conversons, call center conversions, and field sales. Mind Genomics helped them segment pet owners into 3 key groups, then identified how to speak to these groups in a way that best helped them understand the health insurance product. The results were a 25% increase in web sales, a 40% conversion in phone sales and a 50% conversion for in-person sales.