Martin House Hospice – partially addressed mail

The challenge

​The client had never before entered into cold donor acquisition but needed to boost database numbers and income from its local area and had identified the run up to Christmas as the perfect time to do this.

The Echo approach

The analysis of existing hospice supporter data devised a tiered-value targeting file, which was then used to top-up in postcode areas of strong existing support. This work has also helped segment and improve warm communications.

The Echo creative team worked closely with the Hospice team to develop and strengthen the initial proposition, create compelling copy and creative, whilst our project managers secured competitive print prices, by printing at the same time as a planned warm mailing, and mitigating VAT in-line with HMRC requirement.

The results

Mailed initially in November 2020, Martin House were thrilled with the results which included a 25% increase on forecast income as well as an increase of 7% in the number of new donors recruited. Even better was the ROI which with the mature results proved 4% below breakeven.

Subsequently, the Partially Addressed Mail route has been used for both 2021 and 2022 Christmas appeal mailings to build on this fabulous initial success story.