UK Charity – Beating the Banker
The Challenge
Our client, a communications agency specialising in the third sector, had a client who they had worked with for many years.
Whilst the campaigns were very successful and attracting a niche high value audience, the agency could see that in the long terms the charity needed to broaden its appeal both from a creative perspective and who they target.
However, the charity were very proud of their long lasting campaign and didn’t see the need to move forward.
The agency came up with some alternative creative and proposed putting the concepts into research along with the current banker pack. This would enable detailed feedback as well as identifying new hand-raisers / potential donors.
What we did:
A 12 question survey was produced which ran via the monthly omnibus to minimise on costs. 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. However, whilst it was evident that the charity had broad appeal, it didn’t have broadcast budgets so the panel members’ background variables on media consumption helped with targeting as the medium being deployed was inserts.
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.