Case Study
Journal of Direct, Data and Digital Marketing Practice (2007) 9, 179–190. doi:10.1057/palgrave.dddmp.4350085
The Royal British Legion: The IDM Business Performance Awards 2006, Bronze Award Winner Campaign: 60th anniversary appeals
Kate Boothby1
Correspondence: Kate Boothby, Institute of Direct Marketing The IDM, 1 Park Road Teddington Middlesex TW11 0AR, UK. E-mail: kateboothby@msn.com
1is a senior consultant for the IDM. Her roles have included managing the Education Department, advising a college about its marketing database and acting as a key architect for the IDM's online digital marketing course.
Received 10 August 2007.
Abstract
The Royal British Legion case demonstrates that a well coordinated and sensitive approach to an emotionally charged event can reap impressive long term rewards. The Legion balanced their need to fundraise with their objective to activate diverse target groups in a series of commemorative events and fundraising activities. The Legion's existing knowledge of their target market was supported by customer and prospect research. Their understanding of their market enabled The Legion to manage risk and make a considerable one off investment. The campaign coordinated a range of communications channels and created several imaginative, mass-customisation involvement devices that engaged a record number of new and existing supporters.
Keywords:
degital marketing, event management, database, membership, recruitment, charity fundraising, marketing research, PR, mass customisation
