The Brief
I asked to create a plan for growing DRTV fundraising in the global fundraising offices at OXFAM. This was to establish a fourth channel delivering regular donors in an always on approach for OXFAM across the world. There was no budget available, so I needed to build relationships and trust to encourage colleagues to test DRTV.
What I Did
I built contacts with my colleagues in offices from multiple offices to establish interest and create a plan for launching tests. Having got interest from three offices I created business cases for investment with an ambition of a 3:1 ROI on four years. On approval I worked closely with the three offices to create low-cost adverts and help them recruitment media, digital and call agencies. I also built a network of colleagues and ran sessions on DRTV optimisation and encouraged them to learn from each other. I wrote the adverts with colleagues in the offices using a flexible approach including an established best practice approach but also flexible to incorporate brand and campaigning requirements. I recruited a production company to be a single source of production to help reduce costs and used existing material where possible. I coached each affiliate through the test period to help them optimise results.
The Results
The three tests did well and in Belgium where we achieved a cost per regular donor less that one hundred Euros. This led to several more markets including Australia and South Korea to work with me to launch successful pilots. India was another market I worked closely with to launch a two advert test. New Zealand also launched an Emergency campaign as they were able to get matched Government funding. My contract was extended several times and by the time I left the program was able to deliver thousands of donors a year worldwide.
Testimonial:
"Just wanted to give a big shout out in the FR Community to James Allport as it's his last day with Oxfam tomorrow. James very bravely took on the task of driving DRTV across Oxfam as a new acqusition channel. In his 3 years with us he has inspired lots of affiliates to test DRTV and supported pilots in Belgium, Sweden, Netherlands, NZ, Aussie, India, Korea and Ireland. All this whilst providing a great set of best practice tools and resources to leave us with for all our future DRTV work. I know from all the thank-yous received in the past how much affiliates have appreciated his help.... but one last chance to say good-bye here. James goes on to a new role with Christian Aid in the UK and we in the Ol team will miss him and his quirky sense of humour greatly. GOOD LUCK JAMES!" Amanda Briggs-Hastie
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