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ARC (Arthritis Research Campaign) - Aquisition Strategy

The Client

Arthritis Research Campaign (arc) - one of the UK’s largest medical research charities which relies entirely on donations for its pioneering research into a disease which affects almost 8 million people in the UK.

The Brief

Develop and implement new acquisition strategy that would also build greater awareness of arc
Drive down cost per donor
Test new media channels and creative solutions
Ultimately develop banker creative.

The Solution

Conducted in-depth research (including patient focus groups) from which we determined key motivating factors for donating to arc
Developed a range of new creative routes based on these insights that would ultimately achieve our goals
Gained greater understanding that the traditional sympathy appeal was not applicable to this market, therefore the creative gained cut through using self-help messages to trigger a donation.

The Results

Developed all time low cost per donor of £17 (40% less than previously seen)
Opened up new acquisition channels and successfully implemented online donation channels
Ongoing test and learn approach to maximize life time value from donors.