CASE STUDY 1: SAINT FRANCIS HOSPICE
In 2010, Saint Francis Hospice required approximately £7 million per annum to run a 26 bed hospice. Traditionally income had been generated through events and cash gifts alongside a heavy reliance on legacy gifts.
Saint Francis wanted to reduce their reliance on legacy income and appointed ReynoldsBusbyLee (RBL) to build the regular giving supporter base through telephone fundraising.
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 new strategy was immediately successful with the regular giving supporter base almost doubling within six weeks. Approximately 95% of new donors agreed to give monthly and the value of their donations exceeded campaign targets. Donor retention also exceeded expectation. Saint Francis Hospice was able to roll out the strategy and approach and self-manage future activity.
“RBL has been instrumental in the success of our telephone fundraising campaign. They wrote a fabulous script which really reflected the way we want to communicate with our supporters.”
Esther Wakeman, Marketing Manager
* Source: SCI Sales Group 2014