BHF promotes affinity credit card with e-mail campaign
Howard Lake | 24 November 2003 | News
The British Heart Foundation (BHF) is testing an e-mail campaign to see if it can recruit new supporters to sign up for its affinity credit card.
The campaign, which will target approximately 80,000 people, will consist of four e-mails, the release of which will be staggered over two weeks. All designed by Harvest Digital, the first will be an interactive quiz, the second focuses on the BHF’s cause, the third highlights the benefits of the card, and the final message incorporates a free prize draw element to incentivise applicants.
The charity hopes the e-mails will increase online applications for its new credit card, which was launched in partnership with MBNA Europe Bank in August.
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Douglas Rouse, Head of Corporate Fundraising at the BHF, says: “Our credit card microsite, which went live as part of the card’s launch in August, has already proved tremendously effective, and by extending our online activities with e-mail we hope to maintain this success and learn more about e-fundraising.”
The BHF and MBNA’s ten-year partnership aims to raise approximately £1 million in the first three years of its launch to help the charity and its work into the causes and prevention of heart disease.
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.