The activity focused on Roomsponsor, the scheme whereby donors sponsor a YMCA room and receive updates on the resident. The charity plans to roll the scheme out to a wider audience and use the panel to test fundraising ideas.
Around 500 people completed the first survey, which tested four creative treatments. Respondents were profiled and found to be very different from traditional donors.
Analysis was also carried out to identify the best creative treatment for each relevant medium, and the creative that most appealed to each consumer segment.
The activity was through CCB-Profits from Data. Contacts were sourced from Consodata's eight million-strong database, and 4,000 people were emailed.
"We believe that if Roomsponsor was rolled out, the target audience would be different from YMCA's traditional donors," said David Cole, managing director of CCB-Profits from Data. "We were able to define the target market, develop a creative proposition and review the pricing through this process."
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