The Brand

Scope

Background

Scope are one of the UK’s leading disability charities in England & Wales. Scope had been losing thousands of people each year from a range of giving channels including direct debits, standing orders, lottery and payroll giving. They asked us to pitch for a ‘Win back’ campaign.

The Brief

To win back supporters to a regular gift – supporters who have cancelled up to 5 years ago.

The Work

Direct Debits, Standing Orders and other regular gifts rely on audiences being engaged with the cause. Whilst past supporters may have been sold regular giving via door-to-door acquisition and emotive patient stories, they were currently not feeling committed into a long term relationship (for many reasons).

Having reviewed Scopes available insights and past channel results, we recommended that they select the Lottery as the strongest product to reactivate their lapsed audience.
A charity lottery provides us with an opportunity to keep supporters engaged in a fun, weekly game that re-addresses the usual donor / supporter value exchange, by providing a potential financial weekly win.
We strengthened the current lottery proposition by prioritising the focus on the Prize under pinned by the cause and developed a fun, playful creative with attention-grabbing imagery used to target key audience appeal.
We developed a customer journey strategy to gain a test and learn approach through their various owned channels during acquisition and developed a strong stewardship / retention strategy to retain sign ups beyond the three month mark.

Timings

Campaign went live May 2017
Elements to the campaign: Review insights & available past results Refine the proposition Overarching customer journey strategy

Creative Assets

Master adverts , DM , Social media advertising and Email content and design