- Almost tripled the number of mail recipients with £600 additional spent
- Increased average gift value by £12+
- 60 new donors – giving their first gift
- Raised an additional £8,000 income
Background
British Wireless for the Blind (BWBF) approached Eight Group looking to breathe some new life into their annual Christmas Appeal. They had been following the same format for a number of years and felt by refreshing their mail pack, they had the potential to improve results and generate more donor income than they had in the past.
Approach
Eight Group reviewed the current pack, the data and messaging – and worked with British Wireless For The Blind on a plan to refresh the creative and drive additional income.
The audience were also discussed and using our knowledge, we advised BWBF to expand their recipient list, by using their own lapsed donor data which we could cleanse. This would attract a Mailmark postal discount, and the savings we achieved could be offset against the production of the extra packs.
It was imperative that while making the changes needed to create the fresh new look and drive the additional donations needed, we were mindful of the accessibility needs of this audience. And we had to ensure we didn’t alienate the loyal group of supporters who already had a great affinity with the BWBF brand.
Results
Comparing 2024, to their 2023 campaign meant BWBF could clearly see, the fresh new approach we had created together, had delivered some incredible results:
Together with the help of Eight Group, BWBF have…
- Reached over 2,600 more potential donors
- Received 65 more gifts than the previous year
- Increased the average gift value by nearly £12
- Converted 60 new donors – giving their first ever gift.
- Raised almost £8,000 more than 2023!
In addition, and unlike their previous campaigns, the pack continued to deliver significant donations throughout January, not just over the Christmas period – showing the real longevity the right direct mail pack can have on customer engagement over time.
Conclusion
Looking to the future, BWBF are poised to leverage these data-driven insights and results to bolster their future donor engagement strategies to drive even greater impact.
By harnessing personalised & targeted communications, BWBF can cultivate deeper connections with donors, ensuring long-term support and loyalty.
Furthermore, embedding these results into future campaign planning will not only enhance effectiveness but also reflect the evolving values of their loyal supporters alongside their modern donors.
We’re both excited to see how we can keep this growth going, now and in the future, and look forward to ongoing success in our relationship together
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What British Wireless For The Blind said…
“We really needed to breathe new life into the campaign – and Eight Group definitely helped us to achieve this. While the appeal needed a fresh look, they also understood that we had to create a ‘step-change’ for our readers, rather than create something vastly different that wouldn’t land well with our loyal group of supporters.
As a charity supporting people with sight loss, Eight Group listened to our accessibility needs, created a new look that was mindful of those requirements and one that also converted well to a large print format – all in quite a tight turn-around time as well.
Everyone at BWBF was so pleased with the new look of the appeal and, most importantly, the results were brilliant! We reached more people than ever while sticking to our budget, gained new donors and increased overall income.
2024 is now one of our most successful Christmas campaigns ever so thanks very much for listening to the new ‘vision’ and for helping make it happen.”
Julie Hocking
Individual Giving & Legacy Manager
British Wireless For The Blind
What Eight Group said…
“Working with Julie and the team at British Wireless for the Blind has been a pleasure. Julie came to us with an open mind and a desire to improve the performance of the pack and together, we delivered impressive results. We’re looking forward to repeating the same on further packs throughout the year.
There’s something extra special about working with charities, as we know the results of our input can directly add to the charities’ ability to do more of the great work they do!”
Tom Oldershaw
Strategic Solutions Director
Eight Group
