A truly local legacy campaign for The Christie
As one of the leading cancer care centres in Britain, The Christie enjoys incredible support, especially in its local Manchester and the North West of England.
They wanted to build on that strong support with the launch of their first legacy campaign. But how, they asked us, could they deliver a sensitive but powerful message to the right people at the right time?
Segmentation was the answer
Our first step was to get in-depth with data. Knowing every letter we sent would have enormous potential, we dissected The Christie's mailing list of 10,000 people with expert precision. Through an agonising process, we whittled our audience down to:
• People who had given more than two gifts, and…
• had given a gift in the last 24 months, and…
• had supported The Christie for longer than 12 months, and…
• were aged over 40.
With our shortlist settled on, we took our data even further, adding regional variations to the copy to make our appeal much more personal. These nudges were especially well-received by Mancunians, many of whom show overwhelming pride in their world-class cancer hospital.
What did we learn?
We sent two rounds of mail, one in March and one in August. The March mailer did not perform as well as we’d hoped but, showing great belief in our top-notch creative, we decided to test the same pack again in August.
At the second time of asking, we achieved staggering results, suggesting that there is indeed a right (and a wrong) time to launch a legacy appeal.
What did we achieve?
476 people responded overall, giving us a response rate of 5.95% – we absolutely trounced the industry average. And, of those responses, 49 people (10%) told us that they were intending to leave a new gift, while 90 people (19%) let us know they had already included The Christie in their will.
9th December 2016
Design, Digital, Direct Mail