Addenbrooke's Charitable Trust are the only registered charity dedicated to supporting innovation in patient care across Cambridge University Hospitals NHS Foundation Trust. Their incredible work, funded by their generous donors, allows Addenbrooke's and the Rosie hospitals to provide a level of patient care beyond that which can be delivered by NHS funding alone and make projects happen sooner or to a greater degree than might have otherwise been possible.
As a charity they have been gradually expanding their direct response marketing activities over the past couple of years, as a way of growing the value of donations from individuals to their charity – so that ultimately they could have a greater impact on the hospital that they exist to support.
Using Leafletdrop's online targeting tool and easy to use booking services, Addenbrooke's first tested the media for response rates in a controlled area. They have since expanded this activity and are driving great response rates and new donor acquisition from their leaflet advertising activity.
"We began exploring the idea of a cold door drop as a way of capitalising on people’s gratitude and support – that’s where Leafletdrop, Alex, Harry and the team really came into their own. They were able to help us plan the best possible way of using our relatively limited budget to make sure we were targeting the best possible households. It’s been a while since I’ve carried out a door drop but I was surprised at how targeted we could make this activity, and just how many households we were able to reach for our budget."
Paul White | Head of Donor Care | Addenbrooke's Charitable Trust