Connect Award Winner of Intelligent Use of Data in a Fundraising Campaign
Through analysis, EDMMEDIA determined that Mission Direct's target market was single and widowed women aged over 64 who buy through mail order. To reduce data costs, EDMMEDIA arranged swaps to build the donors base and provide the charity with the capacity to rent the data. Mission Direct saw its database grow from 5,000 names to nearly 24,000 within a year.
How was this achieved?
Through analysis, EDMMEDIA determined that Mission Direct's target market was single and widowed women aged over 64 who buy through mail order. To reduce data costs, EDMMEDIA arranged swaps to build the donors base and provide the charity with the capacity to rent the data. Mission Direct saw its database grow from 5,000 names to nearly 24,000 within a year.
How was this achieved?
- There were 5 campaigns planned on a budget of £100,000.
- EDMMEDIA arranged swaps "on credit" persuading partners to wait for name pay-back
- Use of small quantities of niche rental lists based on broker's expert knowledge of the charity market.
- Goal of 50%/50% on proportion of swap/rental data for acquisition .
- List management to be implemented but with strict limitations to ensure the house mailing results were not impacted and donors respected.
- Revenue from list management offset costs of acquisition.
- Non-reciprocal fee for third party users who would not swap data, which serves purpose of incentivising considerations of swaps.
- There were strict limitations to the number of mailings per month, with client approval on all third party users.
- Response to the planned campaigns exceeded all expectations and costs were below budget due to the large number of swaps achieved, allowing an additional campaign to be run within the original budget.
- 28,000 names were recruited in total.
- Overall campaign consisted of 74% swapped names and 26% rental
- From zero to 28 swap partners and more planned
- Monthly campaigns planned for the foreseeable future
