Delivering a new, more cost effective
avenue for The Children’s Society to
attract and retain donors
challenge
Initially to identify, target and aquire donors via integrated digital channels at
demanding CPA’s, Vivid Lime’s remit quickly extended to insight and analysis of
the sector’s potential performance in the online space.
The Children’s Society faced a number of demanding challenges including; a
highly competitive marketplace, a heritage in traditional (non-digital) marketing
and the share of wallet and reputation held by other charities.
Vivid Lime sought to engage and introduce The Children’s Society to a new
‘online’ audience - younger and more active than any of their existing donor
base.
results
The Children’s Society was awarded ‘Britain’s Most Admired Charity’ at the 2008
Third Sector ‘Most Admired Charity Awards’.
Over 20,000 potential donors responded to our acquisition activity over an initial
3 month period.
Testing around segments, creative and content provides a solid foundation for
future digital and traditional activity.
Initial test targets have been exceeded by 30% through real time testing and
continuous campaign optimisation.

deliverables "For The Children’s Society, using multiple digital channels to
target a new potential donor base was always going to be tough.
- Insight & Data Analysis The knowledge and enthusiasm we received from Vivid Lime has
been invaluable and continues to form the foundation of our digital
- eCRM strategy ambitions."
- Email Marketing
- Intergrated Search Marketing Emma Sadler, Direct Marketing Officer.
- Affiliate Marketing
- PPC Campaigns
- Online Partnerships
work
Exploratory data audit indicated the relatively high value of baby boomers.
Research also indicated that donors wanted a ‘relationship’ with their charity of
choice - a closeness to the cause and an opportunity to stay involved and be
kept informed.
Keyword research and segmentation indicated a requirement for several tailored
landing pages to satisfy prospect segments with very different needs and search
behaviour. Vivid Lime created a contextual campaign focused on relevant target
sectors and impulse donors through strategic placements.
Email marketing was used to create a dialogue between the charity and potential
donors by establishing trust, credibility and the provision of information. This was
supported with tailored, stand-alone landing pages to ensure relevancy.
An affiliate program was launched and communicated to best performing key
affiliates and the creative work was driven by donor insight.