Donation value exceeded forecast by 140%

Challenge

Sue Ryder were facing an end-of-life care crisis and an ambitious new supporter acquisition target was set.

Print was identified as a potential channel, yet previous years’ Door Drop Activity hadn’t delivered the results expected.

What we did

Having previously delivered a number of successful campaigns for Sue Ryder, Propack were approached for our thoughts and suggestions on this latest new supporter acquisition campaign.

Following a proposal and review period we were appointed to deliver a Partially Addressed Mail campaign to 80,000 recipients. Our proposal and execution was based around the following:

• Applying basic premise that new supporters will look like existing supporters.
• Detailed geo-demographic analysis on existing warm supporters.
  Recommendations made on highest propensity profiles, prospects and locations.
• Adopting a ‘local look’ approach – identifying relevant prospects within the vicinities of the 7 UK hospices.
• Following the ‘local look’ approach through to the print by variably printing the relevant hospice logos to create resonance with the audience.
• Generating mailing address lists (A list of 80k addresses was agreed upon with particular emphasis placed on the Hospices with coinciding media activity).
• Running in parallel with ‘warm’ activity in order to realise overall cost efficiencies on print and fulfilment.

Overview

A highly targeted and effective new supporter acquisition campaign followed.

• No of responders – 489
• Average Gift Value – £60.50
  (140% higher than forecast of £25)
• Comparison to previous Cold Door Drop Activity –
  Less than a third of the acquisition cost and almost 7x the ROI