Jamie Taylor, Paula Lipscombe, David Burrows, Dan Buxton, Simon Coultard, Glen Marsden.
WHAT IS WONDERFUL ABOUT THIS WORK?
We repositioned this charity from an old-fashioned relic to new relevance, recruiting 93,353 new supporters. Cold mailing response was 50% above target. Door drop ROI was double target. Inserts response was 50% above target.
To drive down recruitment costs down and improve ROI. Cold mail: to beat control and achieve a response of 0.8% and ROI of 0.4. Doordrop: to achieve a response of 0.3% and ROI of 0.4. Inserts: to achieve a response of 0.2% and ROI of 0.4.
STRATEGY AND TARGETING
We started by targeting prospects who looked like our existing database. Over half our supporters are over 75 and many are over 85. We also wanted to broaden our message to recruit a slightly younger audience (65 to 75). It's hard to persuade older people to sign up for direct debits; they prefer cash gifts. We used cash appeals and raffles as the primary products. Cold lists allowed us to identify an older audience and people who were charity and mail responsive. We also included door drops and inserts to reach other older people. For inserts we selected titles including The Lady, Radio Times, The Oldie and The Spectator. As a small charity, this was the first time St. Dunstan's had considered an integrated campaign and they were nervous, so cost-effectiveness was key. We adapted creative concepts for cold mail, door drop and inserts with minimal changes.