AMA beats NCDL's current agency in dog sponsorship campaign

Howard Lake | 7 October 2003 | News

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• Individual giving
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AMA Charity Services has “doubled the conversation rate” achieved by NCDL’s incumbent agency.

In response to limited results for their Dog Sponsorship Campaign, the National Canine Defence League (NCDL) ran a test with two contact centres; AMA Charity Services Ltd and their incumbent agency.

The test was run over two weeks and AMA says it managed to double the conversion rate achieved by the incumbent.

AMA say the success was due to a range of factors including informative product training by NCDL; their technology; regular input from, and feedback to, NCDL throughout the campaign; their ability to e-mail details of a selection of dogs available for sponsorship to prospective donors; “clever scripts” and full script training; and prompt follow-up with comprehensive material.

As a result NCDL have appointed AMA Charity Services Ltd to handle their call -centre business.

About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.