buav case study
buav l great ormond street l thomas sanderson
british union for anti vivesection
donor recruitment fundraising research
key point
Overall the test mailing developed as a result of the benchmarketing exercise produced an increased return on investment of 80% when compared to the previous direct mail control pack
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extra sensory perception | direct mail case study | T: 01903 753697 | brooklands house, marlborough road, lancing, west sussex, bn15 8af | direct mail case study
Case Study - New Supporter Recruitment, Direct Mail
Situation
Two seasonal ‘cold’ campaigns have performed very well for several years providing large numbers of new donors with sufficient initial donations to greatly reduce the cost of recruitment. The two principal campaigns are Spring and Christmas direct mail to rented and reciprocal lists. New creative variants have been tested against the Controls for two consecutive years and despite high expectations have come in as ‘poor seconds’. This has been particularly disappointing as all informed opinion agreed that the new work was a good update but had fresh versions of all the most significant copy and visual elements in common with the old work.
Fundraising Research Method
ESP interviewed a sample of new donors from a cross-section of sources who represented the desired behaviour; initial gift. The semi-structured conversation focused on their particular reasons for starting to support the BUAV laddering down into their personal perceptions, beliefs and values that supported this behaviour.
Using ESP's benchmarketing software, recordings were linguistically analysed by aligning donor language with defined motivational archetypes and calculating delivery in specific areas. Then the existing creative work was analysed by benchmarking the copy, visuals and images with the audience analysis profile.
This demonstrated remarkable alignment in several areas between the desired behaviour and the old recruitment campaigns. Interestingly, whilst the new creative work appeared to contain relevant content, analysis illustrated significant mismatches. The analysis and supporting materials formed a new Agency brief and after just one round of feedback and amends the resulting creative scored with over delivery in key areas
Results
The analysis software predicted a minimum improvement of 46%. When tested head to head the new campaign increased both response rate and average donation so that it improved Return on Investment by 82%.
extra sensory perception l research for marketing l T: 01903 753697 l brooklands house, marlborough road, lancing, west sussex, bn15 8af | direct mail case study