As the nation gathers to commemorate the 80th anniversary of VE Day, Blind Veterans UK has given its data-driven marketing strategy a 21-gun salute for role it has played in providing vital help to those it supports by attracting and retaining new donors.
Established in 1915 and formerly known as St Dunstan’s, the charity provides specialist rehabilitation, training and support to anyone who has served in the armed forces, including reservists. It also funds state of the art sight loss technology, two specialist Centres of Wellbeing in Sussex and Wales, and an Outreach Service throughout the UK.
The organisation is currently supporting over 3,500 blind veterans in the UK, but there are many more who urgently need help, making new supporters to the charity crucial in order to help continue this vital work.
For the last three years, Sagacity and Blind Veterans UK have developed, planned and executed a multi-channel supporter acquisition strategy across both the raffle and cause-led programmes.
The primary activity has centred around autumn and spring, and uses a combination of direct mail, partially addressed mail and third party inserts.
Sagacity has built bespoke propensity models, using Prospect, its proprietary 400-variable UK consumer dataset, to enhance audience targeting, reaching individuals who are most likely to respond to campaigns, reducing wastage and ultimately improving ROI.
The collaborative approach has ensured that the new ideas for testing, audience targeting and channel selection are discussed at length and decisions made together to ensure that a robust test and learn strategy is in place.
This approach has delivered consistently improved results over the course of 15 separate campaigns, culminating in the most recent ‘After the Darkness’ activity, which is based on interviews with 13 blind veterans who remember VE Day.
Over half of new supporters have given again in subsequent warm appeals, and two years later, almost two-thirds have continued to give again. The loyal supporter base helps to deliver long-term value to Blind Veterans UK and is critical to the ongoing support the charity offers to the veteran sight loss community.
Speaking at the launch of the After the Darkness campaign, Blind Veterans UK director of engagement Claire Rowcliffe said: “As darkness descends and veterans find themselves losing their independence, they can often feel isolated, helpless, and unable to cope.
“Luckily our charity is here to help them regain their confidence and independence so they can live the fulfilled, meaningful lives they so deserve.”
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