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Increasing Donations to St Giles With Partially Addressed Mail
Sorted Direct Mail has worked with St Giles Hospice Care for years, and knew exactly how to help them increase funding, donations and memberships through partially addressed mail.
The story
Founded in 1983 by Reverend Paul Brothwell, St Giles Hospice Care supports people in the West Midlands with illnesses that may not be curable such as cancer, heart failure and MS. Their dedicated team also offers help for families and carers.
St Giles Hospice Care provides this specialist, individually-tailored care in hospices or at patients’ own homes, free of charge.
In order for St Giles Hospice Care to continue supporting the local community and provide outstanding care for people and their families living with terminal illness in Lichfield and the surrounding areas, they needed to increase their donations and membership subscriptions.
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The goal
St Giles relies on government funding, donations and fundraising activities. So when they approached us with campaign ideas and creative assets in hand, we knew how we could help them to increase donations and memberships for their subscription donation scheme, plus how to help them reach the right audiences.
Our solution
We took a consultative approach with St Giles Hospice Care’s campaign ideas and creative assets, to ensure they’d have a mail piece that made an impact the minute it landed on the recipient’s doormat.
In order to help St Giles Hospice Care reach new audiences and widen their membership pool, we took a cost-effective and data driven approach. We used their existing data to create lookalike audiences local to the Lichfield area, who we targeted through partially addressed mail.
In order to make St Giles Hospice Care’s campaign stretch even further, we gave them VAT free postage, and utilised Royal Mail’s Eye Tracker service, so that we could understand how these prospective donors responded to the mailpieces, and use this data to improve on future campaigns.
Services we offered:
Partially addressed mail
Printing
Machine enclosing
Direct mail consultation
Database management
VAT free postage
A/B testing
The brains behind the business
If a charity wants to increase donations and attract new donor members, the best way to do so is through existing data. And at Sorted, we know just how critical data is when it comes to direct mail. We also knew that a cameo analysis of their current data with a view of using partially addressed mail would garner the most success, so we worked with Royal Mail to target new customers without needing their personal data.
Using St Giles Hospice Care’s existing database, we used postcodes that were rich with their existing customers and targeted prospects in the same area. We then used geo-demographic targeting software to identify new postcodes that were similar to ones they were already targeting.
In order to optimise results, we also utilised Royal Mail’s Eye Tracker in order to create envelopes that couldn’t be ignored.
We used campaign specific Business Reply Envelopes (BRE) in order to measure success and track responses. Through AB testing we sent out two different types of letters to understand which performs best.
What the Customer Says
"We've worked with Sorted across a wide range of projects and always see fantastic results. Partially Addressed Mailing was a new tactic for us, and Sorted took the reigns. They helped us evaluate and segment our data through cameo analysis. We were able to target over 40,000 new households within our catchment area. This resulted in a great boost financially for the hospice."
St Giles Hospice Care
Ham Lane, Kingswinford, DY6 7JU
01384 296817
Monday – Friday: 08:00 – 17:00
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