Brief
Large scale fundraising is the lifeblood of the RNIB, enabling them to support more than 2 million people with sight related problems each year. The challenge to Purple was to improve the performance of one their most important channels - telephone fundraising. As a leading charity, RNIB need to protect their brand, and secure the best possible return from all their fundraising activities. So accuracy and responsiveness of the data, and legal compliance were critical to the success and efficiency of the process.

Solution
Purple went back to basics. By analysing the outcomes from previous activity a detailed profile was built of the characteristics that identified the most responsive audience. To ensure the availability of a continuous supply of 750,000 new potential supporters each year, a prospect pool of over 4M potential contacts was created. The prospect pool model enables rigorous cleansing and validation steps to be applied to all data before weekly data selections are made and seamlessly fed into the fundraising process. All call outcomes are mapped back to source, continuously recalibrating the targeting model.

Result
Telephone fundraising is now the RNIB's second largest source of income. On average one in five prospects called commits to support RNIB and the overall process efficiency has improved by over 10%, ensuring more of the funds raised go to support people affected by sight loss.