Case Study
Reactivating lapsed supporters : NSPCC

The NSPCC approached Pell & Bales to help them reactivate the support of lapsed regular givers, who had not given to the charity for up to 3 years.

Donors were thanked for their previous support, and case studies used to illustrate how their gifts had been vital in protecting children through critical NSPCC services. Each supporter was asked to recommit to a regular gift at amounts ranging from £2 to £10 a month depending on their transaction and relationship history.

Utilising paperless direct debit, the campaign was an overwhelming success. Despite many supporters not having given to the NSPCC for three years, an overall response rate of 32% was achieved with a year one ROI of 2.61:1 and a four year ROI of over 7:1.

The campaign went on to win the DMA & Royal Mail Gold Award for Telemarketing in 2002.

Sara Mansfield, NSPCC’s Telephone Fundraising Manager, says

“ We have been implementing successful telephone fundraising campaigns with Pell & Bales since 1999, and I’m delighted that this has now been recognised. Telephone fundraising makes a major contribution to the NSPCC’s operating income, and it is innovative campaigns such as this which will enable us to fulfil our long term aim of ending cruelty to children within a generation.”

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