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VALENTINES CAMPAIGN “BEE MY HONEY”

Presented By. Breakfast Briefing 24th February 2010. VALENTINES CAMPAIGN “BEE MY HONEY”. Presented By. PRESENTED BY. Peter Ireton Chief Executive, Bóthar. Presentation Overview. PRESENTATION OVERVIEW:. Campaign Origins & Objectives Target Market Profiling Direct Marketing Pack

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VALENTINES CAMPAIGN “BEE MY HONEY”

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  1. Presented By Breakfast Briefing 24th February 2010 VALENTINES CAMPAIGN “BEE MY HONEY”

  2. Presented By PRESENTED BY Peter Ireton Chief Executive, Bóthar

  3. Presentation Overview PRESENTATION OVERVIEW: Campaign Origins & Objectives Target Market Profiling Direct Marketing Pack Winning Touches Honey Raises Money - Results!

  4. Campaign 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 origins & objectives

  5. Target Audiences 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.

  6. 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.

  7. Direct Mail Packs Direct Marketing Pack Active Database Mail Pack (Pack 1 of 4) Anne Sample, Sample Address, Sample, Co. Samplet

  8. Direct Mail Packs Spring Newsletter

  9. Direct Mail Packs Valentines Card

  10. Direct Mail Packs Note-pad sized, personalised appeal letter Anne Sample, Sample Address, Sample, Co. Sample

  11. Direct Mail Packs Direct Marketing Pack Prospecting Mail Pack (pack 2 of 4) Anne Sample, Sample Address, Sample, Co. Sample

  12. Direct Mail Packs Direct Marketing Pack Publicity Post Mail Pack (pack 3 of 4)

  13. Direct Mail Packs Direct Marketing Pack Publicity Post Test Pack (pack 4 of 4)

  14. Winning Touches 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.

  15. Honey Raises Money! 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).  

  16. This 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.

  17. 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: €516,541.20 Expenditure: €123,848.61 Net funds raised: €392,692.59

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