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.
The results
3:1 Return on Investment
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