VALENTINES CAMPAIGN “BEE MY HONEY”

VALENTINES CAMPAIGN“BEE MY HONEY”

Breakfast Briefing24th February 2010

Presented By

Peter Ireton Chief Executive, Bóthar

PRESENTED BY

Presented By

PRESENTATION OVERVIEW:

Campaign Origins & Objectives

Target Market Profiling

Direct Marketing Pack

Winning Touches

Honey Raises Money - Results!

Presentation Overview

Campaign origins & objectives

• Acquire new donors. • Increase the database response rate in 2008 on

the response rate in 2007.  • Increase the average gift in 2008 from 2007.

• Distinguish Bóthar as the charity that

specialises in using animals in development aid.

• Establish Bóthar as the first option of charity

for alternative gifts.

• Use the lead campaign image consistently

across all media to ensure maximum value for our

spend and increase brand recognition.

Campaign Objectives

Getting to know the hive...

Target Audiences for the

Campaign;

1) Bóthar donors (database)

2) hired list of 10,000 identified

prospects

3) 50,000 unaddressed appeals

selected by geographical location

& that areas previous propensity

to give.

Target Audiences

Getting to know the hive...

- Average Charitable Givers: female, 55+, pursuits are passive centered

on the home, garden and their grandchildren. The majority own their

house, no mortgage.

- Families:Established families with older children, professionals, two-car household, avid newspaper readers, credit card users.

Target Audiences

Direct Marketing Pack

Active Database Mail Pack (Pack 1 of 4)

Direct Mail Packs

Anne Sample,Sample Address,Sample,Co. Samplet

Spring Newsletter

Direct Mail Packs

Valentines Card

Direct Mail Packs

Note-pad sized, personalised appeal letter

Direct Mail Packs

Anne Sample,Sample Address,Sample,Co. Sample

Direct Marketing Pack

Prospecting Mail Pack (pack 2 of 4)

Direct Mail Packs

Anne Sample,

Sample Address,

Sample,

Co. Sample

Direct Marketing Pack

Publicity Post Mail Pack (pack 3 of 4)

Direct Mail Packs

Direct Marketing Pack

Publicity Post Test Pack (pack 4 of 4)

Direct Mail Packs

Winning Touches

•4 page appeal letter allows us to use storytelling techniques.

• Typewritten serif fonts feels more personalised.

• Broken sentences at the end of a page with a PTO.

• Strong openings, important information in the PS.

• Prepopulated response form with personalised donation amount.

Winning Touches

Honey Raises Money - Results!

1) Recruited new donors

Total of 841 new donors acquired

2) Covered campaign costs

Total campaign expenditure was €123,848.61 (incl VAT) and a return on investment of over

417% was achieved (doubling the highest ever ROI on this campaign).  

Honey Raises Money!

Honey Raises Money - Results!

3) Increased database response rate

2,882 donors (8.35% of the active database) responded to

the personalised database mailing, an increase of over

2.1% in 2007.

This Honey Raises Money!

Honey Raises Money - Results!

4) Raised funds for Bóthar

Funds raised from acquisition pieces:€112,483.86

Funds raised from database appeals: €404,057.39

Total funds raised: €516,541.20Expenditure: €123,848.61Net funds raised: €392,692.59

This Honey Raises Money!