How we work with other UK Charities

Case study - UK Charity

The Challenge:

Our client’s campaigns were very successful and attracting a niche high value audience but in the long terms the charity needed to broaden its appeal both from a creative perspective and who they target. A creative agency came up with some alternative creative and proposed putting the concepts into research along with the current banker pack. This approach enabled detailed feedback as well as identifying new hand-raisers / potential donors.

What we did:

A short survey was conducted. Included within the stimulus were 6 creative executions, 1 of which was the current champion. To enable detailed feedback on each execution, a monadic test was carried out where panel members only saw one of the 6 executions. In addition to the creative test, attitudes about charity sectors and giving were asked to help profile any hand-raisers.

What happened:

The current banker pack came out above average, but one other execution came out ahead. Additionally, there was wide appeal to the proposition and charity enabling a widening of the targeting strategy. The research also helped with targeting and selecting the campaign channel. The live roll-out included both the current banker pack as well as a test of the creative that fast.MAP had identified. The results were that the new creative outperformed the current long standing banker pack which has given the charity the confidence to move forward.

Your chance to hear our research based tips on direct mail

Start your day at the Institute of Fundraising direct marketing & fundraising conference with a wealth of new knowledge and top tips for improving your direct mail ROI. Fundraising in the current economic climate is more challenging than ever and the most effective way of maximising marketing budgets is to put the work into campaign planning – creative testing, ensuring data is well targeted and messages are delivered in a timely manner. ONEPOST, W8Data and fast.MAP have been working hard to find out what consumers really think about charity direct mail. Questioning a representative sample of the UK, via an online survey, we have discovered what is more likely to make them respond and what turns them off. As experts in the field of direct mail – creative testing, data cleansing, postal savings and environmental issues – ONEPOST, W8Data and fast.MAP will then discuss the findings and offer you top tips for implementing the research results as a way to improve your direct mail ROI.

Date: Monday 21st February 2011

Time: 9.15 -10.00am

Venue: Plaisterers Hall, London, EC2Y 5JU

Breakfast included!

Agenda:

9.15 am:

Research presentation.

Rafal Gajdamowicz, fast.MAP, with detail research findings on:

Meeting your environmental responsibilities
Data - it’s a quality issue
Effective use of your creative budget
The values of testing and targeting

9.40 am:

Panel discussion with Rafal Gajdamowicz, fast.MAP , Will Anthes, W8Data, Graham Cooper, ONEPOST and Stephen Pidgeon, Tangible Response (chair)

10.00 am:

To book your place:

Online: Click here to book online

Phone: David on 020 7242 0702

Email: david.cole@fastmap.com

Please note: We would like to join us as our guest to attend the research presentation that precludes the IoF Direct Marketing & Fundraising Conference. If you wish to attend the full conference please visit The Institute of Fundraising for conference programme, delegate rates and booking.