Blind Veterans UK harnesses data to reach new supporters ahead of VE Day anniversary

As the UK and Europe commemorate the 80^th anniversary of VE Day, Blind Veterans has partnered with data insights firm Sagacity to help ramp up donations by targeting those most likely to respond to appeals.

To sustain and expand its work supporting more than 3,500 blind veterans across the country, the charity has placed increasing emphasis on precision marketing.

Over the past three years, it has worked with Sagacity to design and implement a multi-channel acquisition strategy supported by data modelling.

The charity used Sagacity’s Prospect tool – a proprietary dataset comprising 400 UK consumer variables.

According to the press release, it allowed the charity to identify individuals most likely to respond to appeals, allowing it to reduce wastage, improve targeting accuracy, and increase return on investment

It combined direct marketing techniques with data science, including direct mail, partially addressed mail, and third-party inserts.

Sagacity claims that with 15 data-led campaigns delivered so far, more than 50% of first-time supporters have gone on to give again, with nearly two-thirds still contributing in 2024.

Blind Veterans UK’s latest campaign, “After the Darkness”, commemorates VE Day through the memories of 13 blind veterans who experienced the end of the Second World War.

The campaign forms part of a wider effort to raise awareness and generate the support needed to continue the charity’s work helping veterans with sight loss live independently.

Interested in how charities can achieve more with the help of technology? Read about how Make-a-Wish UK’s move to the cloud helped it grant more wishes, and how this domestic abuse charity’s call centre transformed with a cloud-based CX platform.