Royal British Legion
Background
A century after World War 1, the 1,117,077 Commonwealth servicemen who were killed, risked becoming a nameless group. The Royal British Legion wanted to ensure the Great War’s anniversary honored all who had fallen.
Solution
Door drops, with a tailored local message, were sent to potential donors who matched MOSIAC profiles of Legion supporters. Each featured stories of individual soldiers from local and ‘Pals’ regiments in the recipient’s area, creating a personal and human connection to the War and the Legion.
Results
The door drop clearly engaged and drove response. It achieved a 0.47% response rate - 370% higher than the industry norm.
ROI was 0.72%, - 140% better than the industry norm and the average gift was £25.68 - 17% higher than forecast.
It also delivered long term value with cash donors recruited being 60% more likely to convert to committed giving than other doordrop acquisition.
Source: The Royal British Legion - DMA Award Winner, Gold
