up on all sales targets
Social Campaign ROI
World Horse Welfare
Integrated Acquisition Campaign
Our Client – World Horse Welfare is an international horse charity that improves the lives of horses in the UK and around the world through education, campaigning, and hands-on care.
The Problem – Previously, World Horse Welfare encouraged donors to become ‘supporters’ of the charity by committing to a regular gift. The renewal rate was in decline despite overall committed giving numbers remaining constant.
WHW identified an opportunity to develop a membership scheme to include an added insurance benefit to encourage existing and new supporters to sign up to a regular monthly gift via Direct Debit for three new membership products - Membership, Champion Plus and Champion. WHW challenged ewe to gain 600 new members in 2013.
Our Plan – By researching target donors and the unique charity sector where motivations to engage and donate vary so dramatically, we were able to think like a supporter. With this understanding, we created specific integrated campaigns designed to engage them based on their drives and emotional attachments to the cause.
Our acquisition strategy was based on three core pillars of success – timing, targeting and channel. By segmenting the audience with relevant messaging and highlighting the key benefits, we were able to put together an integrated marketing campaign using direct mail, online advertising, classified advertising, email and SMS including opening new channels for WHW – social media, to raise awareness and promote membership to their key segmented audiences.
The Results – As expected the new products appealed to donors and smashed the target by September, finishing the year on 827 new members.
We are proud of not only the performance of the direct mail but particularly the Facebook advertising which has become a significant tool to drive acquisition.
Great value rider insurance from a charity dedicated to improving horse welfare