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What I'm going to do now is talk you through the actual journey of Breakthrough Breast Cancer's pilot campaign so
we've got our asset,
we've got our guide, we've got our value exchange we've got the gateway into the charity
and it is the TLC guide in the middle.
Starting out with what we
believe are potential supporters of the charity - OK, so they're over there -
we're going to tell them about the guide and anyone that
says
"I want the guide", and gives us
their details,
they become a prospect.
Once they get the guide then
they're an engaged prospect because they now understand the charity, they know we exist, they've got the guide, they're starting
to get what it's all about. So how do we link all those up? Well we started with a HTML email and I'll go through these in more detail later but I just want to show you the full journey first.
So we started with an email. We sent that email to
what we believe
were potential supporters.
People read the email. If they liked it they clicked on it, and they clicked on it and they went to a landing page. And at that point we
asked them for their details.
A thank you page - "Thanks for giving us some details, we're going to be in touch soon", another picture of the guide and then
at that point we've captured the phone numbers and the names and
we've got our prospects.
And at that point we go to
a call centre and we used Listen, or rather Breakthrough did in this instance,
and Breakthrough called these people up and said "thank you very much for requesting the guide, what's your postal address,
we'll send it out to you". What they also did, was take that opportunity I was talking about. So they talked about Breakthrough as a charity
and the problems they're facing
and the wonderful work they do and what they're trying to achieve and how people can
help them do that.
So on our first call, before people receive their
guide, this happens as well. We start getting regular givers.
13% of every call set up a regular gift.
So out of every 100 people contacted, 13
gave a regular gift which we were really pleased with - more than we expected.
And even better at that point, Listen were asking them if they had
any affinity with breast cancer, had they been affected, had a loved one been affected, friends,
family. 25% of regular givers had no affinity with breast cancer. They hadn't even realised that it might be something that would be a concern to them.
But by having this awareness piece, it had made them think -
"this a real threat and I want to do something about that".
Trying to get rid of it. So again, that was a real big plus point for the campaign and something we were
really pleased with.