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Learn about the "Bee My Honey" Valentine's campaign presented by Peter Ireton, Chief Executive of Bóthar. Discover campaign origins, objectives, target market profiling, direct marketing strategies, winning touches, and impressive results. The campaign aimed to acquire new donors, increase response rates, enhance brand recognition, and showcase Bóthar as a unique charity specializing in animal-focused development aid. Explore key elements such as direct mail packs, target audiences, and the significant impact of the Honey Raises Money initiative, which recruited new donors and raised substantial funds, achieving an impressive return on investment.
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Presented By Breakfast Briefing 24th February 2010 VALENTINES CAMPAIGN “BEE MY HONEY”
Presented By PRESENTED BY Peter Ireton Chief Executive, Bóthar
Presentation Overview PRESENTATION OVERVIEW: Campaign Origins & Objectives Target Market Profiling Direct Marketing Pack Winning Touches Honey Raises Money - Results!
Campaign 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 origins & objectives
Target Audiences 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.
Direct Mail Packs Direct Marketing Pack Active Database Mail Pack (Pack 1 of 4) Anne Sample, Sample Address, Sample, Co. Samplet
Direct Mail Packs Spring Newsletter
Direct Mail Packs Valentines Card
Direct Mail Packs Note-pad sized, personalised appeal letter Anne Sample, Sample Address, Sample, Co. Sample
Direct Mail Packs Direct Marketing Pack Prospecting Mail Pack (pack 2 of 4) Anne Sample, Sample Address, Sample, Co. Sample
Direct Mail Packs 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)
Winning Touches 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.
Honey Raises Money! 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).
This 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: €516,541.20 Expenditure: €123,848.61 Net funds raised: €392,692.59
