VALENTINES CAMPAIGN “BEE MY HONEY” Breakfast Briefing 24th February 2010 Presented By

Peter Ireton Chief Executive, Bóthar PRESENTED BY Presented By

PRESENTATION OVERVIEW: Campaign Origins & Objectives Target Market Profiling Direct Marketing Pack Winning Touches Honey Raises Money - Results! Presentation Overview

Campaign origins & objectives Acquire new donors. Increase the database response rate in 2008 on the response rate in Increase the average gift in 2008 from Distinguish Bóthar as the charity that specialises in using animals in development aid. Establish Bóthar as the first option of charity for alternative gifts. Use the lead campaign image consistently across all media to ensure maximum value for our spend and increase brand recognition. Campaign Objectives

Getting to know the hive... Target Audiences for the Campaign; 1) Bóthar donors (database) 2) hired list of 10,000 identified prospects 3) 50,000 unaddressed appeals selected by geographical location & that areas previous propensity to give. Target Audiences

Getting to know the hive... - Average Charitable Givers: female, 55+, pursuits are passive centered on the home, garden and their grandchildren. The majority own their house, no mortgage. - Families: Established families with older children, professionals, two-car household, avid newspaper readers, credit card users. Target Audiences

Direct Marketing Pack Active Database Mail Pack (Pack 1 of 4) Direct Mail Packs Anne Sample, Sample Address, Sample, Co. Samplet

Spring Newsletter Direct Mail Packs

Valentines Card Direct Mail Packs

Note-pad sized, personalised appeal letter Direct Mail Packs Anne Sample, Sample Address, Sample, Co. Sample

Direct Marketing Pack Prospecting Mail Pack (pack 2 of 4) Direct Mail Packs Anne Sample, Sample Address, Sample, Co. Sample

Direct Marketing Pack Publicity Post Mail Pack (pack 3 of 4) Direct Mail Packs

Direct Marketing Pack Publicity Post Test Pack (pack 4 of 4) Direct Mail Packs

Winning Touches 4 page appeal letter allows us to use storytelling techniques. Typewritten serif fonts feels more personalised. Broken sentences at the end of a page with a PTO. Strong openings, important information in the PS. Prepopulated response form with personalised donation amount. Winning Touches

Honey Raises Money - Results! 1) Recruited new donors Total of 841 new donors acquired 2) Covered campaign costs Total campaign expenditure was €123, (incl VAT) and a return on investment of over 417% was achieved (doubling the highest ever ROI on this campaign). Honey Raises Money!

Honey Raises Money - Results! 3) Increased database response rate 2,882 donors (8.35% of the active database) responded to the personalised database mailing, an increase of over 2.1% in This Honey Raises Money!

Honey Raises Money - Results! 4) Raised funds for Bóthar Funds raised from acquisition pieces: €112, Funds raised from database appeals: €404, Total funds raised:€516, Expenditure:€123, Net funds raised:€392, This Honey Raises Money!