The Salvation Army use multichannel marketing to acquire new donors every year. Our challenge was to develop a media optimisation strategy that would maximise the number of new donors using the same overall media budget as the previous year.
What We Did
Marketing Metrix used historic data to accurately forecast donor volumes based on different combinations of media channel spend. A strategy was then developed to optimise media spend by using the best combinations whilst taking into account additional factors such as spend ceilings (the point at which additional spend doesn’t result in additional donors), day of the week / time of the year and lag effects (the time between impressions and response).
Overall donor response volume and income increased by 40% year on year with a like-for-like overall media budget.