Sightsavers Ireland

Case Study: Sightsavers Ireland

The charity

 

Did you know that 80 per cent of all blindness in the world could be prevented or cured? That’s over 31 million people who are unnecessarily blind.

Sightsavers work in over 30 developing countries to prevent avoidable blindness and to promote equal opportunities for disabled people.

 

The Challenge

 

Sightsavers needed to refine their fundraising strategies in order to drive increased donor acquisition. Sightsavers traditionally use a mix of donor acquisition methods such as direct response TV, door to door and direct mail, which in recent years have struggled to deliver required volume of new donors. Sightsavers were keen to explore innovative recruitment alternatives.

Sightsavers approached LIKECHARITY looking to develop a strong, stable, regular stream of donors to help them achieve their goal of making avoidable blindness a thing of the past. 

 

THE APPROACH

 

We looked at all of Sightsavers’ former campaigns and identified what worked and what needed improvement. Based on these learnings it was clear that Sightsavers were in need of a sustainable, predictable process of donor acquisition that would be ‘always on’ rather than a campaign devised just for short-term success.

Sightsavers acknowledged that although Direct Response TV advertising can be an expensive channel at the outset, attrition rates are far lower when compared to other acquisition methods.

Using our Engage platform, we proposed devising a 30 second TV advertisement that would tell a simple and engaging story about what Sightsavers can do. By keeping the ad within a 30 second time slot, advertisements could be aired more frequently than traditional 60 or 90 second charity advertising.

One of Sightsavers’ strongest messages is how unfair it is that people are going blind unnecessarily, when an easy solution is available. We captured this message by displaying an image of Talla, who suffers from trachoma. Like many of the people Sightsavers work with, Talla was going blind and needed a sight saving treatment.

One of the most important requirements of our ad was to depict how easily TV viewers could change a blind person’s life. The message to viewers was simple and clear, they could play an active part  in eliminating avoidable blindness. This approach allowed viewers to feel a sense of personal accountability for helping to tackle avoidable blindness. As a consequence of this we saw a huge level of engagement from the public.

Simplicity is key here at LIKECHARITY, and we believe in putting the donor in control of their donation. The easiest method to communicate these days is via text message, yet people still like the human aspect of a voice at the end of a phone. We found a middle ground with this and the ad asked viewers to send in a text and let Sightsavers know they were interested in supporting their cause. Viewers who sent a text message would then be contacted over the phone by our call centre.

We employed our preferred call centre for the project, a partner organisation who understand the LIKECHARITY process from end to end. We arranged a number of training sessions throughout the campaign between the call agents, LIKECHARITY and representatives from Sightsavers to ensure that the recruitment process was fully optimised.

Our team monitored the performance of both the the call centre and the TV ad on a daily basis. Monitoring each individual piece of media in real time allowed us to eliminate low-performing, and increase high-performing, media spots. This ensured our media spend was used as effectively as possible.

Potential donors were encouraged to consider donating as little as €4 but many wanted to become more involved and signed up over the phone to become a regular donor to Sightsavers Ireland.

 

The Results

 

We launched the campaign across various TV slots, from daytime viewing  to more expensive primetime slots on RTÉ. Our strategy was to initially target a broad range of viewers and not just audiences that Sightsavers had previously identified as their principal supporters. The process was optimised over several weeks and within a month our initial target had not only been achieved, but surpassed. Happy with the initial results, Sightsavers decided to commit further to our process, and asked for the advertisement to remain active beyond the initial target. We agreed upon a further number of donors to be recruited, month on month, for three months within set budget parameters.

The real acid test for Sightsavers however was to measure the attrition rates of these newly acquired donors. This would allow Sightsavers to fully assess the overall viability of our process. Early attrition rates proved to be extremely low - in the first three months less than 2% of donors canceled or failed to pay their monthly donation.

Sightsavers also reported a sizable increase in organic donations to their website, which they attributed to the brand awareness created by the TV advertisement and the vast new audience it reached.

Based on these results, Sightsavers deemed the Engage platform an effective, sustainable method of acquiring regular donors. Sightsavers tasked LIKECHARITY with managing an ongoing recruitment process with regular performance reviews intermittently.

 

Why it Worked

 

We worked closely with Sightsavers to understand their needs and to design a sustainable programme that would suit them best . We were agile in our creative and strategic approach, assessing results on a daily basis and making immediate changes when necessary. This allowed us to ensure that every penny was spent wisely, improving the overall efficiency of the campaign.

 

Client Quote

LIKECHARITY are an innovative, dynamic and data driven organisation which Sightsavers are delighted to partner with in the delivery of our donor acquisition programme.
— Carol Casey, Head of Individual Fundraising & Marketing

The Down Syndrome Centre's Mission 21 Campaign

Case Study: The Down Syndrome Centre

Recently our client, The Down Syndrome Centre, with the help of the Collect platform achieved great success on their Mission 21 Campaign. Read more to find out just how they did it...

4FM presenters meet children at the Down Syndrome Centre.

4FM presenters meet children at the Down Syndrome Centre.

The Charity

The Down Syndrome Centre is Ireland’s first and only centre focused on services for children with Down syndrome. The charity was started by Peter and Mary Gaw after experiencing frustration with the lack of resources available for their two youngest children who have Down syndrome themselves.

The Challenge

Last April, the Down Syndrome Centre launched their Mission 21 campaign, aiming to raise €21,000 for refurbishments to their service centre in Sandymount. This money would allow the Down Syndrome Centre to expand their services and help more families dealing with Down syndrome.

The Approach

The Down Syndrome Centre utilised a combination of tech & media-based services to achieve their massive goal. Any charity can and should follow their example; it’s a matter of working smarter, not harder. The Down Syndrome Centre had experienced the power of LIKECHARITY’S text-to-donate service Collect, during its Christmas Text Appeal in December 2014 and World Down Syndrome Day each March. The ease of use for both the Down Syndrome Centre and their donors, in addition to the mass appeal of text donations, made Collect the perfect choice. The Down Syndrome Centre tossed aside outdated fundraising methods and instead used technology to further their mission, and you can too! Here’s how…

Step 1: Strong advertising method

The Down Syndrome Centre needed to appeal to a large audience as they had a challenge ahead of them, so they teamed up with Dublin radio station, Classic Hits 4FM. 4FM got their entire station behind the campaign and set their listeners the task of raising €21,000.

The Down Syndrome Centre’s partnership with 4FM gave them a strong media presence and was a very smart marketing decision. 4FM was able to help them to extend their reach all over Dublin.

Step 2: Easy way for donors to contribute

The Down Syndrome Centre had a strong campaign with clever marketing and a successful media partnership, but a campaign can only go so far without an easy way for donors to donate. This is where LIKECHARITY comes in.

For the Down Syndrome Centre, Collect made all the difference.

First we set up a keyword (MISSION) for donors to text to 50300 and donate €4. Setting up a text-to-donate service through us is unique because we eliminate the middleman...

  • We partner with the phone networks which makes collecting donations seamless for charities.
  • We provide the technology so that the funds will be raised efficiently.
  • We partner with the charity and provide impeccable customer service to ensure that everything is running smoothly.
  • We also assist the charities in signing up for a ComReg licence so that their advertisements can be properly regulated.

LIKECHARITY is a one stop shop for charities, and this made the job much easier for the Down Syndrome Centre.

The Down Syndrome Centre used our donation monitoring tool, Oz, to track the donations coming in and analyse when the donations spiked. This gave them several important advantages…

  1. They could let the radio station know how much money had been raised, keeping the donors motivated to reach the goal of 21,000 euro.
  2. They could note what was working best and focus their efforts. For example; donations were greatest when presenters read the call-to-action, as opposed to recorded ads, so the Down Syndrome Centre started doing this more.
  3. Through LIKECHARITY, the Down Syndrome Centre had a transparent way of keeping track of their funds.


The immediacy of Collect was essential in this campaign. Listeners were asked to participate and they did, right then and there, because such a convenient payment method was available.

Text donation is the easiest option for people nowadays. People spend so much time texting anyway, so we didn’t have to ask them to do anything new! But the main reason is that there is little to no effort involved in sending a text.
— Aileen Moon, Fundraising and Events Coordinator at the Down Syndrome Centre

The Results

  • Through Collect, the Down Syndrome Centre was able to surpass their goal of €21,000.
  • More than 7,500 people used Collect to send text donations of €4 for the Mission 21 Campaign, making up the total earnings of €31,638.
  • The ease of LIKECHARITY’S donation monitoring tool allowed the Down Syndrome Centre to stay constantly up-to-date on their progress and then thank their donors for their contribution. 

WHY IT WORKED

Collect made donating easy for the donors and retrieving funds easy for the Down Syndrome Centre. With an effective text-to-donate technology on their side, the Down Syndrome Centre was able to focus on marketing their campaign well, leading to an incredibly successful partnership between LIKECHARITY and the Down Syndrome Centre.

The Down Syndrome Centre was smart to use media partnerships and Collect to enhance their campaign. Ireland is known for being a generous population, charities must simply provide them with the right tools and they will readily contribute.