Case Study Movember 2022
About Shelter
Shelter believes everyone has the right to a home. They give information, support and advice to millions of people facing homelessness and experiencing unfit and unsafe housing.
Objectives:
To raise awareness of the freewill offer to generate hand raising activity and increase the number of pledges for legacy fundraising to secure safe housing for everyone.
Solution: Test doordrop in England and Scotland of 250k Households
To drive traffic online, they used a highly targeted creative doordrop campaign, with a QR code leading supporters to a user-friendly website. Implementing a targeted marketing strategy using doordrop media, highlighting the free will offer to increase understanding on how a gift in a will can drive change to secure safe housing for all.
Results:
- Increased referrals - the targeted approach led to a noticeable increase in referrals from the national Freewill network
- ROI and Revenue Growth - the strategic campaign yielded a favourable return on investment and will contribute to legacy growth, with ROI’s of over £27 for every £1 spent
- The doordrop was interacted with 3.4 times (JICMAIL)
- The creative stayed in the home for an average of 5.73 days (JICMAIL) increasing visibility of the freewill offer as well as driving brand awareness
- What this tells us is, with a highly targeted, high-quality multi-page creative, Shelter are likely to achieve 869,672 interactions or impacts from just 250,000 doordrops
Whistl helped us reach the right supporters at the right time. The objective for our doordrop was to reach households to raise awareness of free wills, highlighting the importance of modelling, and profiling. We used a multi-page creative ensuring maximum impact and information on how the funds will help the housing crisis. The creative was visually impactful, easy to understand and communicates our message effectively, using high-quality graphics and images to capture attention. We included a strong and clear call to action using a QR Code, telephone number and a vanity URL telling our supporters what we want them to do next.
Kate McGrath - Head of Legacies - Shelter Princess Cruises UK & Europe
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