Alzheimers New Zealand is the country’s leading organisation representing people living with dementia. They raise awareness, provide resources, and advocate for high quality support services. The team at Alzheimers NZ approach Clover Marketing with a need for a digital campaign to support their spring appeal.
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At a glance
The challenge was to create a digital campaign for their spring appeal. We needed to work closely with Alzheimers NZ to identify and establish their tone of voice and the Maori nuances to use in their copy. We also needed to find a way to pre-qualify leads prior to passing them onto a telefundraising agency for conversion.
We created three original creative concepts with two different objectives – generate leads and secure donations. While we’d initially designed the campaign for the spring appeal, we made the decision to switch to an always-on lead gen program after seeing the incredible results generated over the spring months.
The resulting campaign has been incredibly successful, with 1800 high-quality leads generated at a cost per lead of $8.50. The campaign also acquired 38 new regular donors.
The leads generated from the always-on program were passed onto a telefundraising agency by Alzheimers NZ, and they found that the leads we provided had a far higher conversion rate than those they got from lead lists. Our leads, although more expensive than purchased prospect names, converted at a much higher rate for both regular and single giving donors.
