New supporter acquisition campaign – donation value exceeded forecast by 140%

Challenge

Sue Ryder were facing an end-of-life care crisis and an ambitious new supporter acquisition campaign 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

Environmental

At Propack, our primary focus is decarbonisation and reducing our impact on the environment.

Working with our partners, we have created an environment where all companies are aligned in their direct mail marketing goals to have a sustainable and responsible supply chain.

Get in touch to discover how we can support you.