Brand response campaign for WorldVision SA 'an unparalleled success'

A 'Back to School' brand response campaign conceptualised and implemented by FCBi Johannesburg, specialist CRM communications company in the FCB South Africa group, during 2002 for Christian and development agency WorldVision South Africa achieved the highest response rate and generated the most income of any direct marketing campaign in the brand's history.

The project's success ensures that a follow-up mailer, appealing to mainly existing WorldVision sponsors for additional education-specific assistance, will go out in 2003, reports FCBi Johannesburg's Strategic Planning Director, Hanlie Blaise.

FCBi Johannesburg, which has successfully conceptualised and implemented CRM strategies for a number of SA organisations, including NGOs, assisted WorldVision in Y 2002 on a pro bono basis.

'As with all NGOs,' Blaise says, 'marketing and advertising budgets are restrictive, and the agency has to work within these limitations yet deliver on the expected results.

'Retention of WorldVision sponsors is an integral part of the communication strategy proposed by agency. One of the communication elements is a Back to School mailer that reaches sponsors in the beginning of the year. Its main objective is to increase the sponsor's commitment to child sponsorship, elicit a gift from them and, from a financial perspective, achieve a 10% response rate.'

The target market, Blaise explains, is existing supporters of the WorldVision programme who sponsor one or more than one child. Demographically, sponsors are 60% female and 40% male. Most reside in metropolitan areas and are less affluent. About 30% are English speaking. Making a difference in a child's life motivates the target market.

The Back to School campaign took the form of a 'bounce-back' – the sponsor being asked for a gift donation which could make his/her sponsored child's school life a little easier.

'To make the appeal more visual, specific values were attached to school items such as uniforms, books and bookcases,' Blaise continues. 'Sponsors were also asked to make a donation that would help kids in the community not fortunate enough to have a WorldVision sponsor.'

The direct mailer consisted of a personalised letter, return form and business reply envelope (sponsors were also invited to contact the call centre to make their donation).

On a quantity of 4 500 packs, just under 750 responses were received. This represents an exceptional response rate of over 16.6% and an income of more than R127 000. The return on investment amounted to 8.74 : 1 and exceeded all expectations.

'This was highest response rate to date and the most income generated through a DM campaign in the history of WorldVision SA,' Blaise concludes. 'Following the success of this programme, the next mailer is already in the works.'