CHALLENGE: Blind Veterans UK’s audience were aging and supporter acquisition was at an all time low.
SOLUTION: Engage with a younger profile through digital channels in order to expand the target audience.
Working alongside the fundraising team we implemented a 3-stage process: analysis, planning and creative development. Four creative routes were developed (altruistic v self interest).
The creative routes were then tested within a timely Facebook campaign, in line with anniversary of The Somme, Invictus Games and Armed Forces day.
RESULTS: Throughout the campaign we tested creative, audience and CTA, allowing us to focus the media spend over time.
A new digital supporter journey was also developed to drive conversion and build an ongoing relationship with the new, younger donors.