Oxford Hospitals Charity – Door drop
To raise awareness, generate fundraising income and acquire donors for a new, strategic umbrella charity across four very different local Oxford hospitals, each with loyal, individual community support.
The Echo approach
An initial profiling of existing supporter data for all four hospitals was created using Mosaic. This was then overlaid with drive-times to each hospital, to identify best-prospective target Door drop postcodes.
The Echo creative team worked closely with the charity communications and nursing staff to develop a mail pack that would highlight the need for the essential extras that patients and staff require, that NHS funds aren’t able to cover. This was particularly poignant given the mailing date of March 2020 – first week of national Covid-19 Lockdown.
Given the mailing timeframe: a period when other charities had put the brakes on fundraising, it was a calculated risk to mail at this time. The positive results however speak for themselves with a 37% increase against the forecast response rate, and a 372% increase in forecast income and ROI. This fantastic outcome led to a further 38% increase in response for a second door drop in Oct 2020.