CASE STUDY: Breast Cancer Care 'Strawberry Tea Parties' campaign
Provided by Royal Mail MarketReach
A charity campaign that massively boosted giving by sending out packs of 'hundreds and thousands' via direct mail.
What was the Challenge / Background of the Campaign?
Breast Cancer Care helps 46,000 diagnosed with breast cancer annually. Since the economic crisis there has been an 11% decrease in charitable giving. Using shock tactics to gain attention is not suitable in this case to get attention.
What was the Campaign Objective?
To mobilise and grow an 'army of bakers' to hold tea parties for charity.
What was the Solution?
The database was profiled to identify donors who had previously given, for how many years and how much, identifying a profile of high-value donors. The most effective way to reach these profiles was via direct mail. Communicaations were regionalised to make it feel more relevant and tangible by showing how they can make a difference to people living near them. Packs containing 'hundreds and thousands' cake decorations were sent out, intrinsically linking it to the fundraising activity of baking.
What were the Results?
Outstanding - the pack achieved 4.2% response rates, outperforming the control cell by 1,400%. The registration target was exceeded by 228%. The pack also achieved better results from a cold audience than from the supporter database, with a 97% uplift. Tracking indicates the campaign will generate 15 times more income per pack than the control. ROI is projected at 9.2:1.
What were the Key Learnings of this Campaign?
The pack sent to cold contacts has brought new people into the database. In addition, the test cells will give further insight about high-value prospects for the future.