Challenge
In 2018, BVUK had an overreliance on direct mail for their fundraiser marketing targeting the over 80s audience. This meant their fundraising was starting to stagnate and with changes afoot due to GDPR, DM volumes would be significantly reduced and so BVUK need to find a way to reduce the decline in fundraising and grow their donor base.
Impact
Using a variety of data sources, we created a united view of BVUK’s donor landscape which highlighted the media opportunities available. This led to a strategy that integrated a wider channel mix, including TV and partially addressed mail, which would target a younger audience and without alienating their core 80+ audience.
Results
As a result of this strategy, results have improved significantly with positive movement across all their key metrics.
Response levels increased by 18%, the ROI increased by 24% and the cost per donor reduced by 31%.
Outcome
BVUK are now investing budget into a range of media channels which have enabled them to reach a younger audience and therefore grow their donor base.
“Their work has been fantastic! They’re hugely proactive and work in true partnership with us – always happy to help with any questions and queries we have, no matter how big or small.”
Sofie Fritz,
Direct Marketing Manager, Blind Veterans UK
31%
reduction in cost per donor
24%
increase in ROI
