NSPCC tests payment-by-results fundraising model

The NSPCC is trialling a payment-by-results fee model for its latest direct mail fundraising campaign.

The charity will pay agency Bluefrog a fixed amount for each direct debit donor recruited. The trial, which will start in mid-March, will target a range of donor profiles. It is likely to last a month and, if successful, will be the model the NSPCC uses for direct mail campaigns though the agency in the future.

The mailshot will ask recipients to give £1. Those that send the donation will then be contacted by telephone and asked to make a bigger regular commitment. Agency Pell & Bales will handle the follow-up calls.

“If this test works this could become a major channel for future recruitment activity,” said Tim Hunter, deputy director of fundraising at the NSPCC.

Sinead Chapman, Bluefrog’s field marketing director, said: “It encourages innovation, drives efficiency and optimises results. We’re very excited to be working with the NSPCC in this way.”

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