NSPCC

As part of our longstanding partnership with the NSPCC, Pell & Bales constructed an innovative development approach for the charity's newer regular givers, phoning them three months in to their relationship and asking them to increase the value of their regular gift.

The telephone has consistently proved to be the strongest channel for developing donors, since it offers an opportunity to present a direct, personalised appeal, answer supporters' questions in the moment, deal with their objections and negotiate effectively around upgrade value. However, this had to be proved afresh for newer regular givers, with no increase in attrition, supporter complaints or non-converting pledgers. Happily, no such negative impact was experienced; overwhelmingly, supporters were enthusiastic to engage more closely with the NSPCC and, crucially, keen to increase their support.

Fantastic results were achieved that significantly exceeded response and income targets, securing vital additional revenue in the first year of supporters' contributions.

Crucially, the activity considerably improved on results achieved when calling supporters after a year, truly adding value and strength to the relationship between supporters and the NSPCC and belying any concerns – widespread in the sector - about a fast-track telephone approach.

The campaign represented a complete re-configuration of the NSPCC's development strategy for its all-important focus on income from existing regular givers.