Download - VALENTINES CAMPAIGN “BEE MY HONEY”
VALENTINES CAMPAIGN“BEE MY HONEY”
Breakfast Briefing24th February 2010
Presented By
Peter Ireton Chief Executive, Bóthar
PRESENTED BY
Presented By
PRESENTATION OVERVIEW:
Campaign Origins & Objectives
Target Market Profiling
Direct Marketing Pack
Winning Touches
Honey Raises Money - Results!
Presentation Overview
Campaign origins & objectives
• Acquire new donors. • Increase the database response rate in 2008 on
the response rate in 2007. • Increase the average gift in 2008 from 2007.
• Distinguish Bóthar as the charity that
specialises in using animals in development aid.
• Establish Bóthar as the first option of charity
for alternative gifts.
• Use the lead campaign image consistently
across all media to ensure maximum value for our
spend and increase brand recognition.
Campaign Objectives
Getting to know the hive...
Target Audiences for the
Campaign;
1) Bóthar donors (database)
2) hired list of 10,000 identified
prospects
3) 50,000 unaddressed appeals
selected by geographical location
& that areas previous propensity
to give.
Target Audiences
Getting to know the hive...
- Average Charitable Givers: female, 55+, pursuits are passive centered
on the home, garden and their grandchildren. The majority own their
house, no mortgage.
- Families:Established families with older children, professionals, two-car household, avid newspaper readers, credit card users.
Target Audiences
Direct Marketing Pack
Active Database Mail Pack (Pack 1 of 4)
Direct Mail Packs
Anne Sample,Sample Address,Sample,Co. Samplet
Spring Newsletter
Direct Mail Packs
Valentines Card
Direct Mail Packs
Note-pad sized, personalised appeal letter
Direct Mail Packs
Anne Sample,Sample Address,Sample,Co. Sample
Direct Marketing Pack
Prospecting Mail Pack (pack 2 of 4)
Direct Mail Packs
Anne Sample,
Sample Address,
Sample,
Co. Sample
Direct Marketing Pack
Publicity Post Mail Pack (pack 3 of 4)
Direct Mail Packs
Direct Marketing Pack
Publicity Post Test Pack (pack 4 of 4)
Direct Mail Packs
Winning Touches
•4 page appeal letter allows us to use storytelling techniques.
• Typewritten serif fonts feels more personalised.
• Broken sentences at the end of a page with a PTO.
• Strong openings, important information in the PS.
• Prepopulated response form with personalised donation amount.
Winning Touches
Honey Raises Money - Results!
1) Recruited new donors
Total of 841 new donors acquired
2) Covered campaign costs
Total campaign expenditure was €123,848.61 (incl VAT) and a return on investment of over
417% was achieved (doubling the highest ever ROI on this campaign).
Honey Raises Money!
Honey Raises Money - Results!
3) Increased database response rate
2,882 donors (8.35% of the active database) responded to
the personalised database mailing, an increase of over
2.1% in 2007.
This Honey Raises Money!
Honey Raises Money - Results!
4) Raised funds for Bóthar
Funds raised from acquisition pieces:€112,483.86
Funds raised from database appeals: €404,057.39
Total funds raised: €516,541.20Expenditure: €123,848.61Net funds raised: €392,692.59
This Honey Raises Money!