Agency: Open Creates and 2CV
Knowing stronger permissions would be needed post-GDPR, a new data model and engaging creative was required, reflecting a deep understanding of Unicef supporters.
A powerful combination of qualitative and quantitative supporter research was conducted, with the resulting data analysed to understand which people to target with new, donor-centric campaigns.
Creative was rigorously tested to build a marketing plan for the entire organisation – the charity's first adoption of an integrated strategy. It was used to test small volumes of communications via mail, email and SMS to begin with, then larger batches across channels once testing had validated the approach.
Additionally, the data-driven strategy identified a potential annual shortfall of £2.9m in fundraising due to lost permissions.
A clearly targeted strategy was needed to provoke opt-in for future contact from the most valuable supporters. For example, research investigated donor attitudes towards the use of mail for legitimate interests.