CASE STUDY 2: THE SALVATION ARMY
The Salvation Army wanted to test a telephone fundraising campaign to reactivate lapsed supporters. ReynoldsBusbyLee (RBL) was appointed to develop a sensitive campaign to reactivate supporters to regular giving ideally with monthly rather than quarterly, half-yearly or annual gifts.
RBL worked with The Salvation Army’s fundraising team to define the campaign. This work included defining strategy for calling and the data selections to be included. RBL then designed a bespoke calling script which reflected The Salvation Army’s brand and communication approach to their loyal supporters.
RBL arranged telephone numbers to be appended to the data which was then TPS checked before calling.
RBL’s recommended contact centre was then briefed, trained and closely managed throughout the campaign with regular quality assessments being completed.
At the end of the campaign RBL provided a full and detailed breakdown of the results including clear recommendations for data selections and future campaigns
The campaign was a success and was rolled out with immediate effect. The subsequent campaigns were self-managed by The Salvation Army following RBL's recommended approach.
* Source: SCI Sales Group 2014