Age UK: Mitigating loss of cold DM with a new channel for sustainable growth

Age UK, a charity, revised its strategic approaches in light of GDPR to achieve significant ROI improvements in the UK.

Campaign details

Agency: Medialab

Cold direct mail (DM) generated a significant proportion of sales for Age UK's lottery programme – but GDPR posed a serious threat.

The charity needed to revise its acquisition and strategic approaches in new and existing channels to keep growing long-term.

Strategy

Charities face increasing challenges: Decreasing number of people giving to charity year on year; only 50% believe charities are trustworthy; and a decrease in frequency of giving - 13% give to charity rarely, 5% never.

Age UK raises funds to provide vital care and support for the UK's older, lonely population.

But in...

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