A tactical application of values-based targeting in the voluntary sector

This paper describes how a charity — John Grooms — was able to achieve an uplift in revenue by using a values-based approach in a single supporter-based appeal. This involved a twofold approach. First, those individuals predicted, on the basis of their underlying values, to be most likely to donate to the charity were targeted. Secondly, these supporters were sent creative copy that contained appropriate values-based cues designed to appeal specifically to those targeted individuals. As a result of this, John Grooms achieved an uplift in revenue of 59 per cent when compared to an earlier campaign. This demonstrates how correct targeting and appropriately framed creative copy can be used in combination to increase revenue and hence the profitability of the appeal.