Environmental Investigation Agency
The Environmental Investigation Agency (EIA) is a charity that works to protect endangered wildlife and their habitats globally.
EIA’s supporters typically favour a particular species or issue rather than having an general environmental interest but EIA had been unable to determine exactly what issue its supporters favoured. This posed a problem when sending out appeal mailings as EIA could only afford to send out one blanket appeal irrespective of their supporters’ interests.
EIA also has a wide support base encompassing both retired supporters who prefer traditional communications and young technically savvy supporters who prefer to communicate via email and social media.
XMM designed a cross media campaign that provided a traditional direct mail appeal to older supporters and a modern online appeal utilising personalised URLs.
In order to target supporters with their specific interests, XMM undertook complex data analysis to categorise interests and target the most responsive pieces appropriately.
3:1 Return on Investment