The Salvation Army: 2010 Christmas appeal
MC&C and WPN
THE TEAM
Mike Colling - Managing DirectorNicky Legg - Broadcast DirectorBodhi Morrison - Head of Digital
OTHER CONTRIBUTORS
Angel - Call handlingResponse One - List buying
WHAT IS WONDERFUL ABOUT THIS WORK?
We recognised some donors have rational reasons for giving, some emotional, and some go on a journey. We built a new tool, empowering planners to allocate £3.8 million by channel and by day. Our incremental investment was £1 million, incremental return was £2 million immediate income.