Sourcing content for international charities like Oxfam is a difficult task. For their all-important EOFY campaign, we were tasked to build a compelling fundraising appeal, but without any new base or case study content.
Working within these resources, we went back to basics – using honest, emotive storytelling and data-led segmentation of audiences.To keep costs down, we prioritised contacting donors most likely to respond to an ask, maximising ROI at the same time.
Despite communicating to a much smaller audience, our strategy paid off and we saw impressive results across the board.
- 16% increase in gross revenue
- More than $1 million raised across direct mail, email and SMS
- Very high average gift of $305.76• ROI of 7.62
Oxfam is at the head of a global movement of people working together to eliminate poverty by tackling inequality.
We were optimistic – but cautious – about downsizing the EOFY appeal, but by segmenting data to communicate with the best possible audience, we delivered fantastic savings back to the organisation.