Organisation: WWF
Campaign: Reactivation campaign
Agency: Purple Agency
Earlier this year, WWF asked the marketing communications company Purple Agency to help it reach out to donors who were thought to be lost to the charity.
Mail sent to these donors in the past had often been returned to the conservation organisation because the data, such as the address the charity held for that person, was wrong.
Andrew Woodger, data and planning director at Purple Agency, says it helped WWF improve its data for these donors by going through it and using other data sets, such as information held by the Royal Mail, and lists of people who have died, to identify which donors could be contacted again and what their correct address now was.
He said a simple mail pack was then sent to these donors with a letter explaining how important the charity's work still was and asking for one cash gift.
The mailing was sent to 40,000 people, and about 4,000, or 10 per cent, responded. The total cost of the mailing was £21,276 and the net income for the campaign was £18,724. Woodger says the idea of the campaign was that these reactivated donors would give again in the future.
EXPERT VIEW
Rupert Tucker, Head of creative development, Brightsource
Gorgeous pictures, interesting copy, clear ask - what's not to like? Well, apart from the "Goodbye" on the reverse of the envelope, not much. Personally I would have enjoyed a bit more emotion in the writing - more passion in the letter and a better sense of 'being there' in the rather corporate-looking leaflet.
There's no mention of why there's been no contact with the supporter for some time - but then again, the excuse of "I lost your number" never worked for me anyway.
Expert rating
Creativity: 3
Delivery: 4
Total: 7 out of 10
