Hopegivers International
Hopegivers helps vulnerable orphans. The project to launch the charity in the UK needed to bring in as many donors as possible within certain ROI constraints. Since there was no house file or list history, the project was a challenge, however it proved to be a success despite these constraints.
Objectives
Hopegivers' plans were ambitious. The charity's UK operation was dependent upon reaching a critical mass of donors so that house file activity could be managed to get positive ROI as soon as possible.The aim was to recruit large numbers of donors at a low cost. The project had to benefit from high response rates, low data costs and identify banker lists for future mailings. The data strategy needed to reflect these aims. Hopegivers' budget meant a steep learning curve and long test phase would not be financially sustainable, so the launch had to be a success from the outset.
Project Work
Hopegivers had no UK donors, and so could not profile house-file or create modelled selections from lifestyle data; this disadvantaged them compared to established charities that rely on such analysis. The target was indentified as females, 50+. We decided to use only charity donors lists for the project. Charity sweeps files were rejected as the project was for a £10 cash appeal. These data choices proved ideal.Some lists are only released to charities who are willing to reciprocate the swap, or cost extra if no swap is offered. This was a problem as Hopegivers had no house-file.EDMMEDIA leveraged existing client relationships to secure negotiation of swaps on "credit" basis with an agreement that Hopegivers would return names owed after year 1. This innovative strategy proved to be key to the project's success. It reduced data costs, and facilitated access to highly responsive lists that were only available on a swap basis.The mailing was split evenly across two packs, with greetings cards as a premium to boost response.
Achievements
The campaign's average response exceeded 4%; ROI exceeded 0.5, remarkable for a launch mailing to cold lists. The success of the launch means Hopegivers now has a secure footing and a donor base that provides a platform for sustainable growth.Hopegivers' decision to work with a well established, local list supplier, specialising in the charity sector, meant the project succeeded. The broker was able to use their position and knowledge to help Hopegivers grow rapidly and save cost.Hopegivers willingness to swap data, coupled with broker insights, opened up highly responsive data sources that would otherwise be unavailable, and ultimately helped achieve good ROI.
Hopegivers helps vulnerable orphans. The project to launch the charity in the UK needed to bring in as many donors as possible within certain ROI constraints. Since there was no house file or list history, the project was a challenge, however it proved to be a success despite these constraints.
Objectives
Hopegivers' plans were ambitious. The charity's UK operation was dependent upon reaching a critical mass of donors so that house file activity could be managed to get positive ROI as soon as possible.The aim was to recruit large numbers of donors at a low cost. The project had to benefit from high response rates, low data costs and identify banker lists for future mailings. The data strategy needed to reflect these aims. Hopegivers' budget meant a steep learning curve and long test phase would not be financially sustainable, so the launch had to be a success from the outset.
Project Work
Hopegivers had no UK donors, and so could not profile house-file or create modelled selections from lifestyle data; this disadvantaged them compared to established charities that rely on such analysis. The target was indentified as females, 50+. We decided to use only charity donors lists for the project. Charity sweeps files were rejected as the project was for a £10 cash appeal. These data choices proved ideal.Some lists are only released to charities who are willing to reciprocate the swap, or cost extra if no swap is offered. This was a problem as Hopegivers had no house-file.EDMMEDIA leveraged existing client relationships to secure negotiation of swaps on "credit" basis with an agreement that Hopegivers would return names owed after year 1. This innovative strategy proved to be key to the project's success. It reduced data costs, and facilitated access to highly responsive lists that were only available on a swap basis.The mailing was split evenly across two packs, with greetings cards as a premium to boost response.
Achievements
The campaign's average response exceeded 4%; ROI exceeded 0.5, remarkable for a launch mailing to cold lists. The success of the launch means Hopegivers now has a secure footing and a donor base that provides a platform for sustainable growth.Hopegivers' decision to work with a well established, local list supplier, specialising in the charity sector, meant the project succeeded. The broker was able to use their position and knowledge to help Hopegivers grow rapidly and save cost.Hopegivers willingness to swap data, coupled with broker insights, opened up highly responsive data sources that would otherwise be unavailable, and ultimately helped achieve good ROI.
