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Gift Aid - Case Study
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The problem
According to the Charity Tax Group over £560 million in Gift Aid goes unclaimed by charities each year.
The RSPCA was claiming £5 million worth of Gift Aid but identified that a staggering £1 million was going unclaimed.
Historically, RSPCA have attempted direct mail and digital campaigns to convert eligible Supporters to opt-in to Gift Aid, but the response rates were around 1% for each channel, which wasn’t enabling RSPCA to realise the Gift Aid income potential available.
How could RSPCA unlock this trapped income?
The RSPCA was claiming £5 million worth of Gift Aid but identified that a staggering £1 million was going unclaimed.
Historically, RSPCA have attempted direct mail and digital campaigns to convert eligible Supporters to opt-in to Gift Aid, but the response rates were around 1% for each channel, which wasn’t enabling RSPCA to realise the Gift Aid income potential available.
How could RSPCA unlock this trapped income?
The plan
Angel identified that through the power of a phone conversation, a much greater proportion of the income could be unlocked.
We strategised a Gift Aid calling campaign designed to identify Supporters who were potentially eligible for Gift Aid, who didn’t have an active Gift Aid declaration.
We curated bespoke calling scripts, ran dedicated fundraiser training sessions and developed custom campaign reports. We also worked collaboratively with RSPCA's Compliance Team and the ICO to ensure regulatory compliance and best practice.
We strategised a Gift Aid calling campaign designed to identify Supporters who were potentially eligible for Gift Aid, who didn’t have an active Gift Aid declaration.
We curated bespoke calling scripts, ran dedicated fundraiser training sessions and developed custom campaign reports. We also worked collaboratively with RSPCA's Compliance Team and the ICO to ensure regulatory compliance and best practice.
The outcome
We delivered a high-scale Gift Aid activation campaign - we managed to secure over 3,000 Gift Aid declarations, yielding over £230,000 in income for RSPCA.
We also managed to secure over 6,000 positive marketing opt-ins across post, phone, email and SMS by using dynamic scripting.
The ROI (return on investment) is projected to be around three times the cost to run the campaign - an overwhelming success!
Across RSPCA’s entire multi-channel Gift Aid campaign, 98.3% of Gift Aid declarations were secured through our calling campaign!
We also managed to secure over 6,000 positive marketing opt-ins across post, phone, email and SMS by using dynamic scripting.
The ROI (return on investment) is projected to be around three times the cost to run the campaign - an overwhelming success!
Across RSPCA’s entire multi-channel Gift Aid campaign, 98.3% of Gift Aid declarations were secured through our calling campaign!
Further innovation and optimisation
We have successfully rolled this out as a rolling BAU campaign 🥳
The campaign has now delivered seven figure returns!
Angel also ran an innovation workshop at RSPCA HQ to encourage cross-departmental and cross-product thinking. We encouraged a more tailored and flexible cross-selling strategy designed to uplift ROI.
A Gift in Will cross-ask was introduced to the Gift Aid calling campaign, and this innovation took the campaign to new heights in terms of ROI, and it also enabled us to identify existing Legacy pledgers so that this income could be accounted for.
We've since launched Gift Aid calling programmes with partners such as WaterAid, World Vision and Marie Curie.
The campaign has now delivered seven figure returns!
Angel also ran an innovation workshop at RSPCA HQ to encourage cross-departmental and cross-product thinking. We encouraged a more tailored and flexible cross-selling strategy designed to uplift ROI.
A Gift in Will cross-ask was introduced to the Gift Aid calling campaign, and this innovation took the campaign to new heights in terms of ROI, and it also enabled us to identify existing Legacy pledgers so that this income could be accounted for.
We've since launched Gift Aid calling programmes with partners such as WaterAid, World Vision and Marie Curie.
Why trust Angel's insights?
We have 20 years of charity sector experience - this is our specialism. |
Our team had 750,000 charity telemarketing conversations in 2024! |
We work with 50 of the UK's leading charities every day, so we're insight rich! |
