How to buy a helicopter in 6 weeks!
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Talk Details
In December 2023, KSS received the unforeseen news that our aviation partner was facing administration, meaning we faced the real risk of our aircraft being grounded. Thankfully a new partner was quickly found and a new contract negotiated which allowed us to buy our helicopter, a lifeline but with a clause – a tight three-month deadline to raise £1M.
This was a hugely ambitious target that required a bold, urgent campaign on a scale we had never delivered before.
Mid-way through the creation of our annual Spring Appeal, I was told I had just weeks to deliver the biggest Individual Giving appeal KSS has ever done before, which would form part of our integrated campaign. Our warm mailing that usually goes to 30,000 supporters, would be going to 120,000 instead. A door drop to 1.2M households, press inserts and press ads would need to be introduced, both of which would be a brand new initiative for KSS, as well as emails throughout, all to be designed and mailed within 6 weeks. With the help of our creative agency, Open, we launched our “”Buy it for life”” campaign.
Once the artwork had been created and the appeal was ready to go, I then had to consider the supporter journeys – and quick.
And it worked. We raised the £1M we needed in just six weeks with the final total now being just short of £2M.
The results have completely transformed our appeals going forward and the campaign truly showed us that by taking well considered risks and running a truly integrated campaign can have significant impact on income.
Key learnings from this session:
Join our session to discover how KSS transformed its fundraising and engagement strategies, exceeding expectations and setting new benchmarks for future campaigns. You’ll walk away with actionable insights on integrating various channels to maximise impact, including our most successful ever door drop in terms of income and response rate.
This is your chance to learn how to push the boundaries of fundraising and make your campaigns more successful than ever
Speakers
Anna-Leigh Purland
Head of Individual Giving
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