2012 had been Sport Relief’s most successful Sport Relief Mile – partly driven by ‘The Neighbourhood Effect’ which demonstrated that, when someone participated in the Mile, people living in their ‘neighbourhood’ were three time as likely to donate & gave twice as much. In 2014 with two more events – the Sport Relief Swimathon and Cycle - their challenge was to increase participation and income
Sport Relief enhanced the successful ‘Neighbourhoods’ segmentation by overlaying data of areas that were heavily populated by fundraising schools and Corporate Partners to identify opportunity ‘Hot Spots’. Door drops were tested within these ‘Hot Spots’ to see if they could amplify the ‘Neighbourhood Effect’.
Targeting door drops to ‘hot spots’ significantly boosted both sign-ups and fundraising. Neighbourhoods were given a rating between one (coldest) and seven (hottest) with the biggest sign up and income uplift coming from enhancing the ‘Neighbourhood Effect’ in ‘medium hot spots’.
Source: Sport ReliefDownload case study PDF
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