The Charity for Civil Servants helps civil servants and ex civil servants in need. This could be in financial hardship or with support services. The problem is that the civil service is changing, it’s no longer viewed as a job for life. And government cuts meant that numbers will be reduced significantly. This would have an impact on income for the charity.
Direct mail still has a role to play. But only for specific segments. Other (younger) groups support charities in new ways like through events and sponsorship but committed givers are on the decline. Our first job was to bring in a data specialist to identify and profile the database (which wasn’t in a single view). We identified segments base don longevity, age, region, level and were able to target specifically to this while proving the case through a robust testing strategy.
In what was their first ever cash appeal to their donors (most of whom give through payroll), we achieved a response rate in excess of 17% for two key segments. We were also able to identify a sharp drop off in response for younger age groups. This means the charity can now test different channels for different age groups and maximise the return on their spend.