The RNLI wanted to change the focus of their fundraising to place the supporter at the heart of their activities. Shifting control of the supporters’ relationship away from individual teams and placing it in the hands of the supporter was key to achieving success.
By putting the supporter in control of their relationship with the RNLI, levels of engagement and response could be improved with carefully engineered marketing messages specifically targeted and personalised to the individual supporter.
In addition, the RNLI wanted to use this new approach to reduce campaign costs whilst maintaining response and income levels.
Working in partnership with the RNLI, Qbase developed a detailed package of solutions to address the charity’s specific business objectives. Part of that package was clusters segmentation.
Using the clustering tool within FastStats Modelling we identified patterns within RNLI’s data that enabled us to segment supporters by their behaviour. After further analysis we identified 5 distinct clusters of behaviour and used this as a basis to develop a supporter journey.
The supporter journey was integral to understanding how to customise marketing campaigns to appeal to the 5 customer segments. This led to more targeted communications that carried highly personalised and relevant messages to the campaign audiences.
Clusters segmentation was first tested for the Christmas Appeal 2012 and delivered a 6% increase in response and income despite a 10% reduction in the campaign circulation, which saved the RNLI £25,000.
Following this success, clusters segmentation was expanded for the summer campaign and delivered staggering results. The campaign allowed more supporters to be included with a greater execution of personalisation and messaging based on the segment profile and in doing so they delivered results of an increase of 53.3% in responders on the previous year, which equated to a 285,756 increase in donations, a 9.28% response rate and a slight increase of 2.2% on average gift value.