Children with Cancer UK

Acquiring 10,000 new regular givers in a year is no mean feat. Nor is a gross income target of £850,000 (incl. gift aid). This was the challenge we took on – while also attempting to minimize the risk to the client. 

what we did

Our bespoke Response Insight tool proved critical to the success of this campaign. We were able to pre-test three creative routes and explore the difference between emotional and rational drivers. We then used the results to develop a highly responsive DRTV commercial. To maximise the income generated we built on the DRTV with OOH executions and designed an online donation funnel which is device-responsive and optimized for conversions.

results

For PSMS, response rates were 96% ahead of target and in key spots peaked at 3.14. Regular giving also exceeded expectations with an overall RoI (incl. gift aid) of 0.616 vs 0.51 forecast. Our optimized online donation funnel is also having an additional positive effect.