Case Study - Charity
Children’s charity boosts donation income through telemarketing
Signs up for long-term campaign after successful test
- National children’s charity looks to explore a direct donor acquisition programme to run in parallel with ongoing above-the-line campaign.
- Make up for the lost income from 20% of donors who leave three months after acquisition.
- Pinpoint the best-performing conversion channel for one-off givers who could later be converted to long-term donators
- Meet a target of 6% monthly prospects to donors conversion, with an average gift of £4.50.
- Increased the number of committed givers through targeted outbound telephone activity.
- Built a targeting model by profiling the charity’s existing engaged givers against DLG and PDV’s active base of telephone survey responders.
- Selected lookalike prospects based on engaged givers profile, then further refine that campaign selection using age overlays.
- Initial test campaign gave 17% above target.
- By only delivering prospects with this profile, DLG and PDV helped the client achieve a dramatic, ongoing improvement in ROI.
- After this very successful test, the charity engaged DLG and PDV to carry out ongoing tele-marketing work.
Background
- National children’s charity looks to explore a direct donor acquisition programme to run in parallel with ongoing above-the-line campaign.
Challenge
- Make up for the lost income from 20% of donors who leave three months after acquisition.
- Pinpoint the best-performing conversion channel for one-off givers who could later be converted to long-term donators
- Meet a target of 6% monthly prospects to donors conversion, with an average gift of £4.50.
Solution
- Increased the number of committed givers through targeted outbound telephone activity.
- Built a targeting model by profiling the charity’s existing engaged givers against DLG and PDV’s active base of telephone survey responders.
- Selected lookalike prospects based on engaged givers profile, then further refine that campaign selection using age overlays.
Results
- Initial test campaign gave 17% above target.
- By only delivering prospects with this profile, DLG and PDV helped the client achieve a dramatic, ongoing improvement in ROI.
- After this very successful test, the charity engaged DLG and PDV to carry out ongoing tele-marketing work.
- Lead Generation, Telemarketing, Charity