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ActionAid

Improving ActionAid’s DRTV Cost per Donor by 39% within 3 months


We were appointed by international development charity, ActionAid, in July 2014. DRTV had historically been an effective, high volume provider of new supporters for the organisation. However by 2014, this key channel was experiencing a sustained decline in performance. The M.i. team immediately conducted…

  • A detailed ‘deep dive’ into historic DRTV activity which highlighted a number of opportunities to improve efficiency.
  • A spot by spot analysis which allowed us to strip out unprofitable stations and focus airtime into the most responsive days and segments.
  • The resulting savings allowed us to test a limited number of new stations which we knew already worked for similar advertisers.

Within 3 months we had reduced their DRTV Cost per Donor by 39%, a vitally important improvement for a key recruitment channel. We have subsequently been able to increase donor volumes by 114% whilst maintaining this reduced Cost per Donor.

Contact us now to see how we can improve the return from your advertising by 30% or more.

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