The Salvation Army: 2010 Christmas appeal
MC&C and WPN
Mike Colling - Managing Director
Nicky Legg - Broadcast Director
Bodhi Morrison - Head of Digital
Angel - Call handling
Response 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.
WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?
The 2010 challenge was threefold: more volume; maintain year one ROI; and convince the trustees that increased investment in donor recruitment would be a good bet. All in a campaign that lasted just 24 days. DR analysis is traditionally channel by channel. But with 250,000,000+ exposures across 13 channels and four response mechanisms, linear analysis isn't enough: door drops influence radio response; TV drives warm mail. Multivariate analysis gave us a series of equations we used to build a tool for our media planners to tweak investment by channel, by day, varying the order of message exposure by channel as well as total investment. We linked this to Touchpoint insight, understanding who saw what, when. Armed with these, we asked the trustees for an additional £1 million (a 40% increase on 2009). We needed ROI of 1.0 on incremental spend in four months to satisfy them. Our predictive model showed if we integrated DRTV, door drop and online there would be an overall halo effect. We expanded door drops and on TV we aligned creative/media strategy with shorter ad runs to facilitate call handling. We introduced SMS donations, integrated online donation, invested further in cold lists and introduced reminder mailings.