UK Christian homeless charity
A very limited overall project budget demanded that the research be very cost-effective and action-orientated.
Research was used as part of the launch of a new donation product, to develop a powerful, relevant creative treatment that - it was assumed - would appeal to a new target audience.
It was necessary to review the pricing strategy, to discover whether the £10 donation requested had been set at the correct sum.
The research also had to determine what data and media needed to be used to best reach the required new audience.
How CCB fast.MAP achieved this:
CCB fast.MAP worked with the head of fundraising to develop a survey which included four different creative executions and three different donation request levels. The underlying profile data allowed the client to examine reaction to not only creative treatment and donation level results, but also to further analyse the demographic profile of respondents.
The process identified a new target audience.
The main difference was age.
More importantly, CCB fast.MAP analysts also identified big differences in the profiles of those supporting each of the two favoured creative treatments. Significant differences in both gender and newspaper media consumption were revealed in those who preferred each of the treatments.
At this stage, intelligent routing was deployed within the survey, to explore price elasticity.
A mailing pack was developed using the most popular creative treatment as the lead pack and the second favourite in the support material. A split test on targeting was undertaken (older traditional profile v. the newly-discovered profile) and the pack was mailed to 40,000 prospects, with half going to the new younger profile.
The return on investment from the new younger profile was three times better than that from the traditional profile. And there was an added benefit from this group from which a higher proportion responded to the gift aid scheme.