Royal British Legion

Donor acquisition – door drops deliver for the Royal British Legion 11-11-11.

Background

Remembrance Day happens every year – but that means it's mature as a campaign, and recruiting new (younger) supporters is increasingly hard.

Solution

An intelligent door drop model was used, which overlaid data from existing supporters to find the best postcodes. A card poppy was included with the mail for people to write a message of support on.

Results

Cold activity paid for itself. Warm activity achieved an ROI of almost £6 for every £1 spent. Raising almost £2.5m, 28,000 new supporters were recruited.

 

Source: The Royal British Legion - DMA Award Winner, Gold

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