Breaking News: Now shortlisted for Best Legacy Campaign in the National Fundraising Awards 2015

Bronze Medal Winners 2014 DMA Awards

The Clarion Portfolio and King’s College London for Best use of Direct Mail

For most charities legacies are the biggest source of donations. But, legacy fundraising can be challenging and many charities are not making best use of the opportunity. Our years of experience delivering integrated communications to the Not-for-profit sector led to the great success of our ‘Great moments inspire great actions’ legacy campaign for King’s College London.

Objective

To produce an integrated creative campaign which delivered across multiple channels including direct mail, telephone and online media, targeting alumni of King’s College London to solicit legacy enquiries.

King’s (a top 20 University in the world) set us the target of more than doubling the previous best response from their legacy fundraising activity.

Solution

Delivering true direct marketing, this integrated campaign combined data analysis, well targeted and highly personalised direct mail and telephone follow up. Research showed that our highly educated audience responded well to a proud and emotional connection with King’s. This research enabled us to build a prestigious and personalised legacy communication plan that went far beyond the norm, whilst developing a bigger and continuing personal relationship that can be carried forward into future activity.

Results

The results of the campaign far exceeded expectations, hitting over 10x uplift and a projected ROI of 74.38 and won us a prestigious bronze medal at the 2014 DMA Awards

The first signs of the direct mail being a success were immediate, with recipients emailing and phoning to say they had received the pack and how much they liked it. This was soon followed by physical responses from much higher numbers of people than King’s had ever seen before. Telephone follow up activity confirmed how well the pack had been received and that it had broken through the clutter.

At Clarion we are proud to be a part of such a huge success story.

King's (a top 20 University in the world) set us the target of more than doubling the previous best response from their legacy fundraising activity.

The results of the campaign far exceeded expectations, hitting over 10x uplift and a projected ROI of 74.38.

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