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...