Save the Children
Gaza SMS conversion
During the Gaza conflict in early 2009, Save the Children ran a press campaign asking for text support for a ceasefire. 182,000 people texted to add their name to a petition which was taken to Downing Street, and these names formed the data for a telephone fundraising campaign to convert campaigners to regular givers.
With a history of successful partnership with Save the Children, Pell & Bales was delighted to be one of the agencies chosen to help reach these new activist-supporters and convert them to donors, and we played a key role in the swift set-up of the campaign.
Initially, two test propositions - committed giving and cash - were put to 4,000 contacts. The committed giving ask far outperformed the cash ask, so this became the focus of the main campaign that followed on immediately from the tests. The aim was to convert 5% of text petitioners to regular giving, with an average annual gift of £60. The creative used was a clear explanation of the unfolding humanitarian crisis in Gaza with examples of how the money raised could save lives there and around the world.
Results came in considerably above target, with ROI 100% up on target.
Save the Children's first use of text response for call back was a great success, and the charity is considering incorporating text response into future campaigning and fundraising activity.