Royal British Legion

Donor acquisition – door drops deliver for the Royal British Legion 11-11-11.
Royal British Legion Panel Photo

Background

Remembrance Day happens every year – but that means it's mature as a campaign, and recruiting new (younger) supporters is increasingly hard.

Solution

An intelligent door drop model was used, which overlaid data from existing supporters to find the best postcodes. A card poppy was included with the mail for people to write a message of support on.

Results

Cold activity paid for itself. Warm activity achieved an ROI of almost £6 for every £1 spent. Raising almost £2.5m, 28,000 new supporters were recruited.

 

Source: The Royal British Legion - DMA Award Winner, Gold

Keep up to date

Join the thousands of subscribers experiencing the magic of mail. Get creative inspiration, latest innovations, thought leadership and free resources delivered to your inbox monthly.

You must provide your first name
You must provide your last name

Royal Mail Group would like to keep in touch with you by email about our products, services and offers that might interest you. Please indicate your consent by subscribing below.

You can withdraw your consent at any time. For more details about this and how we handle your data, please read our Privacy Policy Privacy Policy.