In adopting Campaign Commander from Emailvision instead of an in-house solution, the cancer charity is now able to track which campaigns perform best as well as support donor permissions.
“Breast Cancer Care is using a preference centre to find out what recipients want to read from the moment they sign up to emails,” said Nick Gold, UK managing director at Emailvision. “In doing this, the charity has been able to segment its database and send targeted and personalised campaigns from day one.”
With a wide-ranging supporter base, from donors and volunteers to nursing professionals and breast cancer patients, segmenting audiences and delivering relevant messages is critical to response rates. It has allowed the charity to identify hero campaigns, such as a regional fundraising newsletter encouraging people to host a Strawberry Tea to raise funds. The workload on the Breast Cancer Care digital marketing team has also been reduced by allowing commissioning teams to run their own campaigns under its supervision.
“As a charity we try to treat every service user and supporter as an individual. We rely on the support of volunteers and donors, so communicating with them in an appropriate and personal way is very important,” said Christina McGill, head of communications and marketing at Breast Cancer Care. “The last thing we want to do is to annoy or alienate our supporters with inappropriate emails, so being able to send campaigns in full confidence that recipients want to hear from us is essential.”