Barnardos

Change a Child’s LifeAgency: Publicis D

anpost.ie/mailmedia

Change a Child’s Life

The Challenge

To achieve a much needed cash injection prior to year-end and to grow the Barnardos’ database to help guarantee future support.

Change a Child’s Life

The Target Market

Women aged 35+ in the middle to upper income brackets.

They are direct mail and DRTV responsive and are likely to donate via direct debit or with cash gifts.

Change a Child’s Life

The Thinking

A carefully targeted direct marketing campaign was launched initially with DRTV and supported by DR press advertising, outdoor posters, digital activity, Direct Mail, DR inserts in major national and regional titles plus radio and a microsite to achieve the three-fold objectives of:

 • recruiting new donors • raising money • raising profile and awareness

Change a Child’s Life

The Mailing

A core part of this integrated campaign was the use of Direct Mail to the existing donor base as well as a cold insert in selected and targeted national and regional press titles.

The creative reflected the ATL message but the letter device allowed us to tell the story of Conor in more detail.

A standalone donation form and business reply envelope were also enclosed for ease of response.

Change a Child’s Life

The Results

There was a 1,000% increase in donations compared to previous television campaign in 2009.

Cash donations were over target by 147% whilst direct debit donations exceed 2,000% compared to the previous campaign.

Overall the campaign was a phenomenal success with Direct Mail and DR inserts being used to support the ATL campaign for the first time.

This helped us engage with prospect donors and educate people about the vital work that Barnardos do. Having a 360° approach to this campaign helped to make it a very memorable and profitable one.

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