We were challenged to increase the value of Save The Children's mid value donor file by offering a more engaging, focused and personalised donor experience.
We sent out an ultra-personalised letter signed by the Chief Executive, telling donors that we were going to call them. Then we phoned and asked people to support a healthcare project in Rwanda. Those making the calls were exhaustively briefed to make the conversation a stimulating and rewarding experience for both supporter and fundraiser. Donors were then asked to double their cumulative gifts' value for the previous twelve months and promised regular direct feedback from the project. We beat the target by nearly 50%.