The Story: Norfolk & Norwich Hospitals Charity are helping to fund the building of a new Orthopaedic Centre (NANOC), which will be a Centre of Clinical Excellence with the latest surgical and technological advancements for patients who need elective surgery in ankle, foot, hip, knee or shoulder operations. With over £1m raised towards the £2m target already, this campaign aimed to support with raising the final monies. The Charity had never before trialled cold donor acquisition but was encouraged by recent results which we were achieving for local charities and NHS charities.
The Story: Norfolk & Norwich Hospitals Charity are helping to fund the building of a new Orthopaedic Centre (NANOC), which will be a Centre of Clinical Excellence with the latest surgical and technological advancements for patients who need elective surgery in ankle, foot, hip, knee or shoulder operations. With over £1m raised towards the £2m target already, this campaign aimed to support with raising the final monies. The Charity had never before trialled cold donor acquisition but was encouraged by recent results which we were achieving for local charities and NHS charities.
The Brief: To test this cold acquisition channel within a number of postcodes in Norfolk with a specific ask around NANOC. Also, raise awareness of the Charity – ideally with sign-ups for future contact – to grow the long-term supporter base.
Our Response: Following household profiling and review of insight into usage of services, the door drop was sent to 66,500 households in the central and north Norfolk area; whose population was the most significant source of orthopaedic referrals. We created an ownable graphic identity for the appeal and a door drop pack which focussed on the new building and the impact that it will have on the lives of local people.
Why it Works: There is a strong sense of ‘almost there’ tied in with the need and ultimate benefit of the Centre. The pack instilled a definite sense of urgency – from the outer and through the pack – including a progress thermometer graphic and ‘donate by’ deadline.
A state-of-the-art centre was visually brought to life with floorplan drawings overlaid with post-it notes explaining plans, photographs to visualise plans and associated costs.
Three powerful voices came through in the pack – letter from the Senior Matron of Surgery with supporting calls to action from the Divisional Chief of Surgery and a patient (also a donor).
Results: More than 650 individual donations – a response rate of 1% – significantly better than the experience of local health-charity comparators. With an average donation of £47. Almost all of these donors were new to the Charity and over 50% opted in for future comms. ROI = 1.35.
Industry-beating cold acquisition results