FOR IMMEDIATE RELEASE


Customer Communications Group’s New Response Model Generates 53% Lift in Donation Yield for the American Cancer Society

DENVER, April 20, 2004 — Customer Communications Group (CCG) created a response model for the American Cancer Society, Great West Division, Inc., in order to selectively target previous donors that would be most responsive to its telemarketing efforts and likely to donate again. The constituent names targeted by the model generated 1.53 times more in contributions per name called compared to the same time period a year ago. The American Cancer Society also reported a 43% increase in the percentage of names called that made a pledge and a 10 percentage point increase in the proportion of dollars pledged that were fulfilled from constituents called using the model.

Using past donor history and other constituent characteristics, CCG constructed the response model to identify subgroups of American Cancer Society constituents that had the greatest propensity to respond to telemarketing solicitations. The model used a combination of past donor history and demographic characteristics to differentiate constituents based on response likelihood and size of donation. In addition to providing more accurate targeting capabilities, the model also enabled the organization to suppress names from the calling campaign without sacrificing overall donation yield.

“This modeled call cycle contacted 75% of the previous call cycle’s file but returned approximately 95% of the income yielded from the previous call cycle’s list,” said Jolene Silbagh, director of relationship management at the American Cancer Society, Great West Division. CCG’s model has helped the American Cancer Society more effectively manage telemarketing costs and allocate resources to its most valuable donors.

The American Cancer Society, Great West Division, conducts quarterly telemarketing campaigns. The campaigns are timed to cycle through the organization’s constituent file every three months. Before the development of a response model, priority was placed on contacting constituents who had made donations within the most recent six to 18 months. Other than the amount of time that had lapsed since their most recent donation, no efforts had ever been made to differentiate constituents based on their overall likelihood of making a contribution.



ABOUT CUSTOMER COMMUNICATIONS GROUP

Customer Communications Group, Inc. (CCG) pioneered the concept of relationship marketing more than 25 years ago and continues to prove its leadership position by delivering results that can increase sales 8 percent to 15 percent and generate 200 percent to 400 percent ROI.

As a full-service relationship marketing agency, CCG offers expertise in strategic consulting, analytical data services, database marketing, loyalty program development, creative concepting and execution, multimedia solutions and print production.

CCG’s progressive programs support the upsell, cross-sell, acquisition, activation and retention efforts of our Fortune 1000 clients, including A&P, Bank of Montreal (Harris Bank), Comerica, Countrywide Financial, General Motors, IBM, JD Edwards, Kohl’s, Nordstrom, Payless ShoeSource, PETCO, Pier 1 Imports, SouthTrust and Wachovia Bank.

For more information about Customer Communications Group, visit http://www.customer.com or contact Bill Schneider, SVP IntelliStats Analytic Solutions at CCG at 303-814-3467 or bill@customer.com.

The American Cancer Society is dedicated to eliminating cancer as a major health problem by saving lives, diminishing suffering and preventing cancer through research, education, advocacy and service. Founded in 1913 and with national headquarters in Atlanta, the Society has 14 regional Divisions and local offices in 3,400 communities, involving millions of volunteers across the United States. For more information anytime, call toll free 1-800-ACS-2345 or visit www.cancer.org.