Poppyscotland

V is for acquisition victory

Challenge

To break established behaviours around giving to veterans primarily at Remembrance, to boost year-round income for Poppyscotland.

Poppyscotland
Poppyscotland

Solution

Previous attempts to leverage milestone anniversaries had had some success, and the 75th Anniversary of VE Day was approaching. We amplified previous learnings to develop a multi-channel campaign using the iconic ‘V’ to instil pride and drive donations.

35

%
ACQUISITION INCOME
OVER TARGET

2,088

NEW SUPPORTERS
RECRUITED

109

%
DOOR DROP RESPONSE
OVER TARGET

Result

Despite COVID preventing the planned commemorative events, responses rolled in from thousands of new donors, beating every KPI and introducing thousands of people to Poppyscotland outside of Remembrance.

Poppyscotland