Article written by Janet Snedden, Deputy MD – Amaze One
Doing good is at the very core of charities’ work. Whether they’re providing urgent help, raising awareness or supporting those with longer term needs, the 160,000 charities registered in the UK are 160,000 points of hope, compassion, opportunity and practical help.
But there’s a problem. Because when you have 160,000 charities jostling for attention, they’re all in danger of crowding each other out, each trying to raise awareness and support from the same limited pool of donors who sympathise or identify with their cause.
Previously, charities depended on direct mail or TV advertising to raise funds, but these channels have become extremely costly for charities to use effectively.
As a result, there has been a growing movement to use data to target the most sympathetic donors through targeted CRM campaigns. It’s a strategy that dovetails neatly with email marketing, providing a far greater level of scalability and effectiveness than isolated direct mail or TV advertising.
In this piece, we will discuss how, when used in combination with direct mail, email CRM campaigns can provide a far greater return on investment when used in creative and meaningful ways. We will highlight how best practice can be applied in this field, and explore how blending data and creativity can capture the imagination of the public and increase a charity’s donor base.