The Alzheimer's Society wanted to reach new and existing donors, as well as boost overall response rate and deliver ROMI performance. Thanks to the ELMA UK partner Whistl's proprietary ‘Charity Donor Predictive Model’ they were able to generate the best Response Rate and ROMI by identifying households with the highest propensity to donate using a combination of historical response data and regional performance insight, which was overlaid to Experian’s Mosaic. The Envelope Doordrop creative allowed for friendly, simple and informative messaging around the need for support and research. The creative led with a Cash Ask (£25, £50, £100, other) and a Regular Giving Ask appealed for a monthly donation of £5.
