Cello Signal

Putting supporters at the heart of things - BHF - Cello Signal

Putting supporters at the heart of things - BHF

16/04/2018
Project Clients: British Heart Foundation

Brief:

British Heart Foundation came to us with a problem - half of their regular supporters were cancelling their direct debits within the first 12 months. That’s a lot of missed opportunities.

Our main objective? Help the charity put a better experience into place during this first year, so that their supporters would feel valued and, crucially, not choose to cancel their donations.

Strategy:

Behavioural science:

BHF’s previous approach meant that their supporters would only hear from them when the charity launched a new campaign or event. Instead, we introduced the concept of a ‘supporter trigger’, allowing each individual’s actions and preference to determine the next point they would encounter on their user journey.

Automation:

Having planned these triggers and new supporter journeys, we programmed data rules into our automation platform TriggerHub. Once the initial rules are written and communication templates checked, everything runs automatically - with no further briefing, processing or proofing required.

Supporter-driven:

Giving supporters more control over the communications they receive has enabled BHF to send more varied and interesting content, at more relevant times, through the most suitable channels.

For example, supporters can now choose whether to watch new videos on the train, or read their welcome pack at leisure over their morning coffee.

Results:

BHF are now able to have a whole new conversation with their supporters, one that changes over time as they learn more about the person behind the donation.

Despite the increased complexity of the strategy, the automation means that this approach is quicker and easier to manage, saving time previously spent on routine tasks. This has freed up time for BHF to invest in working out what’s effective and to develop A/B tests to drive continuous improvement.

A great result? We think the testimonial from the client speaks for itself:

This new approach is exactly what we wanted. It has transformed the experience of our regular supporters by putting them in control of what happens next, and it’s also saving us a considerable amount of time.

- Alice Herzog, Retention Direct Marketing Manager, British Heart Foundation

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