The challenge
With individual giving income declining, NSPCC needed a new strategy for their cash appeals programme. They needed to reverse falling second gift rates, respond to a changing supporter base driven by digital acquisition, and build a more engaged, profitable programme across both print and digital audiences.
Our solution
We started with the data. A clear shift was emerging: more supporters were entering the programme through digital channels, but with lower second gift rates and weaker long-term value.
We redefined the programme around this reality, creating distinct strategies for different audiences. We focused on retaining loyal print and TV-acquired supporters, while testing new formats and journeys to improve value from digitally acquired audiences.
At the heart of the strategy was a simple principle: make the impact feel closer to home. Supporters wanted to see how NSPCC’s work shows up in their own communities, not just at a national level.
We brought this to life in the March 2025 appeal through highly regionalised packs, showcasing the services supporting children in each supporter’s area and the urgent need to keep them running.
For traditional audiences, we retained a familiar
DM format.
For digitally acquired audiences, we tested shorter, more visual packs with clearer navigation and more immediate engagement.
Email extended this approach, using regionalised messaging, local stories and region-specific signatories to create a more personal and relevant experience.
We then evolved the strategy for the summer appeal, building on a second key insight: supporters want to know how they can help in real, relevant moments.
We used the summer holidays to bring this to life. When schools close, children lose the network that keeps them safe and calls to the NSPCC Helpline surge.
We centred the appeal on the Helpline, highlighting its role in protecting children and giving adults somewhere to turn.
For digitally acquired audiences, we tested the inclusion of a practical Helpline card… giving supporters something tangible they could use if they were concerned about a child’s safety.
Across email, we brought this to life through the voice of a Child Protection Specialist, sharing real experiences and the impact of calls to the service.
Outcome
The March appeal… traditionally the lowest-performing of the year… delivered a 30% increase in income year-on-year. The summer appeal matched this, also delivering a 30% uplift.
The strategy has created a more responsive and effective cash programme… better aligned to today’s supporter base and built to drive long-term value.
Find out how we can transform your cash giving programme.
Related Work
Clients
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