Having won the chance to go head to head on Barnardo’s low value cash recruitment work, Bluefrog’s appeal achieved double the response rate against the charity's long standing survey control pack. The pack also beat the campaign targets with a 14% increase in average gift and income. Given the tough economic climate, this is a great result.
The appeal was based on the work Barnardo’s does to help young people who have suffered from sexual exploitation. By creating a very tangible product – a survival kit – for young people who turn up at a Barnardo’s centre, donors could see exactly how their donation could help a vulnerable child in need.
From research and testing, we know that donors relate to charities in terms of what they can directly do for beneficiaries. By including a blank best wishes card, donors could write a message of support to accompany the survival pack a young person receives. This created a heightened and very real emotional connection, driving up donor engagement and response.
Bluefrog and Barnardo’s are currently discussing follow-up communications to maintain and increase donor engagement.
Jacquelyn Ozieblowski, Supporter Acquisition Manager from Barnardo’s says:
“Our banker recruitment pack was becoming less responsive and we are absolutely delighted that Bluefrog has created an appeal which has performed so incredibly well.”