The Heart Foundation Lottery Campaign
Here's how we helped the Heart Foundation increase its lottery mailing list and gain almost 600 new donors.
“We were delighted with the results achieved using the data supplied from the Lifestyle Survey. By targeting those prospects that fit our profile we were able to gain our best acquisition result ever with the January 2010 campaign,”
- Gail McIntyre, The Heart Foundation.
Here's what the Heart Foundation did
The Heart Foundation relys on four lotteries each year to raise funds and awareness and for its services.
They wanted to Identify and engage new supporters, and increase the mailing list for their January 2010 lottery beyond the existing database.
The New Zealand Post Targeted Communications team recommended the use of unique, nationwide data derived from the 2009 New Zealand Post Lifestyle Survey.
Using this data, the Heart Foundation was able to clearly define its audience, identifying New Zealanders who would be more likely to support their activity; for example, people with a high propensity to buy tickets in the charity lotteries. New Zealand Post then provided targeted data, or mailing lists, with these consumers in mind – ensuring a more successful response rate.
The Heart Foundation’s January 2010 campaign performed exceptionally well. In particular, the 15,000 prospects mailed from the 2009 New Zealand Post Lifestyle Survey data hit a response rate of more than 4%, which resulted in nearly 600 new donors for the Heart Foundation.
This result outstripped the results of the other lists used in the campaign, including the existing supporter database, demonstrating the real value of the Lifestyle Survey data.