Annie Moreton, deputy director individual giving and legacies, Save the Children Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. http://www.charitycomms.org.uk

1. using segmentation to drive value and
learning
ANN

2. BRAND CONTEXT

3. clinics appeal – working across teams
• Narrowcast to broadcast
– Meeting needs of core audience
– Finding hooks for new audiences
• Multiple ways into the story
• Introducing direct response and communications
segmentations to each other!
• Improving fundraising integration across
audiences

4. 2010

5. Individual Giving Targeting Mass & Bangladeshi Communities
Baby Nirob, 10 weeks old suffering from
severe diarrhoea and wheezing with every breath
Acquiring Supporters Existing Supporters
Radio (Bid for spots)
Absolute
Smooth
Premier Christian Radio
Sunrise Radio (Asian
Community radio)
DRTV
Including Bangladeshi stations
Channel S
Channel One
N TV
Outdoor
SE Trains (Bangladeshi areas)
Buses (Bangladeshi areas)
e.g. Tower Hamlets, Leicester,
Luton
Banner
s
Cold Mail
To 300k
Press ads and
Inserts
(Payment by results)
(Inserts media free)
Mailings
Email journey
SMS
Supporter
journeys for
responders
Including legacy
asks
Thank you
Campaigning
ask
Minimum target £300k Stretch target £450k
Shopping centres
Face to face £5 SMS
to buy a brick

6. Community giving
AMYA Challenge
Asian youth group bucket collections
Pilots – new audiences Existing Supporters
Nursery Challenge
Sponsorship for nursery
children to dress up as what
they want to be
Curry Life
Magazine targeting restaurant
trade
a) Run a curry night b) Put £1 on
the bill c) donate tips for a week
Collections and
House to House
Baking –
Cakes!
Retail
Raffles, Collections,
Tombola
Branch Activity
Tea Parties, Coffee Mornings,
Frog Races!
• Activate 9,000 volunteers
• Collections
• Events
Minimum target £200k Stretch target £350k

7. Corporate
IKEA
Collections in 3 Stores
Hammerson
6 Collections e.g. Bull Ring
Arsenal
Target supporters, banners
on their website, in match
programme 5th May
Reckitt Benckiser
Gifts in kind to the clinics
e.g. condoms, cleaning
products
Match funding for blogging.
Groupon
Minimum target - Stretch target £50k

8. PR and Celebs
Myleene Klass Challenge
7 Clinics 7 UK Cities
Helicopter

9. Campaign highlights
Myleene PR
Reach 10,500,000 (estimated
so far). Including ITV
Lunchtime news, Daily
Mirror, Daily Mail, Hello,
Metro, Woman Magazine
Outdoor results
Radio results
Face to face
Legacy
Pledges
Blogger
Conference
I want to be
Venue
collections
Volunteer trip
PR
Above the line ad
Supporter
Feedback
I just made a
donation after seeing
the excellent report
from Myleene Klass
on the ITV news.
I made a donation,
I lived in the next
village to where
Nirob lives, so this
appeal really
touched my heart.
I saw the
picture of Nirob
on the
envelope, I fell
in love with
him.
House to house
income was up
50% [owing to]
higher profile and
having a specific
theme with a
pamphlet to give
out.

10. Legacy pipeline – using data to uncover value
• Warm donor audience = core target
– Drip feed in supporter journey inefficient
– Moving beyond pledger status and age
• Data and insight driven approach
• Consistent cycle of identification and cultivation
• Proposition aligned with No Child Born to Die

11. Legacy pipeline - Our model and approach

12. Our model and approach

13. Legacy supporter journey

14. Cost effective acquisition

15. Creating opportunities to consider
TM SCRIPT EXTRACT “Our
Chief Executive, Justin Forsyth,
has asked me to call today to find
out what supporters like you think
about gifts in wills. Even if it’s
something you’d never consider
doing, that’s still incredibly useful
for us to know and will help us
communicate with our supporters
about gifts in wills in the most
appropriate way. “

16. New opportunities
CROSS SELL
Capital appeal thank you
Christmas appeal diary
insert
Children now advert

17. Optimising conversion
“Leave a life full of possibility
A few years ago you kindly completed a survey for us
about leaving a gift in your will to Save the Children.
We also sent you a guide to leaving a gift to us in
your will, which I hope helped to give you some of the
answers you were looking for.
Creating a will is one of the most important things
anyone can do – it’s the legacy that you leave to the
world. So I’m writing today to make sure that
whenever you’re ready to take the next step, you
have all the information you need to help you update
your will.”

18. virtual gifts
reinvigorating the goat

20. PROPENSITY MODELLING
• Classic RFV selections (Recency, Frequency,
Value) get us most of the way there most of the
time
• Can be more sophisticated in our targeting by
bringing in other behavioural and demographic
data
• Propensity model simply tells us:
• Which factors are important
• How important they are
– And avoids the need for 100s of split
segments

21. THREE MODELS INTO TWO
Mail response
propensity
Email
response
propensity
Expected value
(spend)
Predicted value
of mail
response
Predicted
value of email
response

22. Variables in the models
Mail model (6) Email model (7)
Wish List recency and frequency Wish List recency and frequency
Age Age
Regular Giving status Regular Giving status
Previous home shopper Previous home shopper
Cash giving recency (excl. Wish List) Previous online Wish List buyer
Cash giving frequency (excl. Wish
List)
Acquisition Source Channel
Sex

24. Wishlist virtual giving
• Offers a functional benefit
– opportunity to activate non donors
– digital targeting for new audience
• Cost base reduced and targeting improved
– Makes space in annual calendar
– Improves supporter experience

25. Visit the CharityComms website to view
slides from our past events, see what events
we have coming up and to check out what
else we do.
www.charitycomms.org.uk