GOSH - Data Planning

Great Ormond Street Hospital charity achieve a 46% uplift in campaign response.

The Challenge
Great Ormond Street Hospital charity (GOSH) came to us with a stark challenge: to reverse a downward trend of results and return campaign performance back to levels achieved in past campaigns.

The Solution
Response One’s dedicated Data Planning division conducted detailed analysis of GOSH’s historical campaign results and identified the core data sets indicative of high campaign response.
Armed with this insight, we then segmented available lists by data type to identify key groups and increasing the percentage allocation of best performers.
We then recommended that GOSH employ intelligent, statistically-valid pack testing to minimise campaign risk and maximise potential.
Finally, we implemented thorough data screening to save GOSH expenditure on pack and production costs by screening out non-responsive data, pre-campaign.

The Results
Thanks to our extensive network of contacts in the data industry, Response One was able to reduce GOSH’s data acquisition costs by £5.8k on incumbent rates.
Campaigns saw:

• A 46% uplift in response for the Christmas campaign, using the same creative as previous year
• 30% uplift in ROI and a saving of over £21,000 through better data screening
• Continued success in Feb ‘08 campaign, doubling donation targets