BACKGROUND

Christmas is a critical fundraising period for Alder Hey Children’s Charity. With diminishing ROI’s and falling response rates, the charity knew they needed a more targeted approach. The charity set themselves a challenging objective:
To generate more income from fewer donors than previous years.

SOLUTION

By segmenting and cleansing their data, they reduced their mailing file from c25,000 to 12,000. Data insight enabled them to tailor their ask by audience.

The highly emotive mail pack included a moving case study, a powerful engagement device and a personalised ask. Working with MarketReach delivered further optimization of the message, layout and format of the mail pack.  

Results

The mailing delivered an uplift of 56% on the previous year.

The overall mailing response rate was 6.7% with some segments responding up to 15%, making Christmas 2014 ‘remarkable’ for the children and families at Alder Hey Children’s Hospital.

 

Source: Alder Hey Children's Charity

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