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Multi-channel campaign for Attrape-Rêves International
New charity launches multi-channel prospect campaign
How do you build a donor base from scratch?
The challenge
Attrape-Rêves International is a new charity in France. When they launched their campaign, they did not yet have any donors. The challenge was to generate visibility quickly, gain people’s trust and attract an initial group of supporters.
The strategy
Mindwize developed a direct mailing. Around this communication, we also developed an online ad campaign to increase visibility.
Campaign: Aponi (school supplies, €39):
- Aponi, an eight-year-old girl, cannot go back to school without school supplies.
Urgency: children living on reservations start January without essential school supplies.
The message: Don’t leave Aponi’s school desk empty after Christmas.
Using online ad campaigns, we made sure that the target audience would recognise the direct mailings when they received them. We used the photographs from the direct mailings in the online ads.
Contents of mail pack:
Examples of online ads:
- Budget: € 2,000
- Target reach: 1,000,000 people per campaign
We targeted men and women aged 60 and over in the top 200 postcode areas of the mailing. We tested:
-
- Top 25 postcodes
- Postcodes 26-50
- Other postcodes
All advertisements linked directly to the donation page. During the Christmas period, we updated the campaign with Christmas-themed visuals and modified donation amounts.
The result
- The online ad campaigns reached 1.3 million people among the 60+ target audience in the selected postcode areas.
- The best-scoring ad was the one about Aponi with her little sister.
- More than 3,000 clicks from the online advertisements to the website
- Add the response and figures for the DMs:
- 50,000 mailings sent out
- 1,575 new donors in total
- Total donations: €65,444
- Response: 3.15
- ROI of 0.51
- Average donation amount of €41.71
Follow-up steps
To further develop and expand its donor base, we advised Attrape-Rêves International to:
- actively monitor and respond to reactions to the advertisements, as this boosts engagement and expands the page reach.
- invite everyone who likes the posts to follow the page to create a sustainable following.
- write more organic posts and stories, particularly around Christmas.
- include the same postcodes and sense of urgency in future Christmas campaigns.
“Attrape-Rêves International greatly benefitted from Mindwize’s expertise at a very challenging time. Working together has given the charity the confidence to build a sustainable source of income to fund our cause”.
Amel Bendeddouche – Fundraising Consultant at Attrape-Rêves International
About Attrape-Rêves International
Attrape-Rêves International supports Native-American communities living on the reservations in the south-west of the United States (including Navajo, Hopi, Zuni and Apache) with their basic needs: education, water, food, heating and general living expenses.
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