Delivering a 5% increase in ROI for The Salvation Army
Helping The Salvation Army march forward
The Salvation Army is a worldwide registered charity who work in 124 countries, demonstrating Christian principles through practical support; offering unconditional friendship, and very practical help to people of all ages, backgrounds and needs.
The Salvation Army uses fundraising mailings very successfully to generate a large amount of money to help the homeless in the UK and overseas. There is a constant challenge to try and improve these mailings. It was felt that there was more that could be done around reminder mailings in particular.
We helped The Salvation Army improve targeting by identifying the best re-mail prospects using ROI and response metrics. We also reduced data costs through a change in planning strategy, combining production schedules to maximise economies of scale and by leveraging highly competitive rates through our considerable buying power.
- Extremely successful 5% increase in response rate
- Significant 15% increase in ROI, breaking even in single campaign
- Successfully rolled-out to over 50% of original campaign size
By introducing third part inserts to our direct marketing mix Response One has been able to provide the Salvation Army with a profitable new channel that provides scope to grow our acquisition programme in the future.
Sarah Bryan, Head of Individual Giving
The Salvation Army
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Response One is a leading data driven marketing agency. From acquisition to retention and beyond, our unique data, digital and media solutions will add value to every stage in the customer's lifecycle. Integrated marketing services include strategic data acquisition and planning, insight-driven customer management, and direct and digital campaigns.
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