Oxfam in Gift Aid telemarketing campaign
Howard Lake | 3 April 2003 | News
Oxfam has appointed The Listening Company to handle a telemarketing campaign to secure uptake of the Gift Aid scheme.
The call centre business will be contacting 20,000 Oxfam supporters who have yet to opt in to the Gift Aid scheme.
The campaign follows a successful assignment last year which saw the Listening Company target Oxfam supporters who had not responded to previous direct mail activity on Gift Aid. This resulted in about 25% either giving their verbal consent or promising to return a signed consent form. This generated estimated additional revenue of around £1 million in year one alone equating to a return of £16.70 for every £1 spent on telemarketing.
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Pierino Cioffi, Appeals Officer at Oxfam, comments: “Telemarketing has proved to be the ideal way to talk to those supporters who have not responded to us in other ways.”
Martin Williams, Marketing Director of The Listening Company, adds: “Telemarketing not only allows us to answer any questions about the Gift Aid scheme but also gives us the opportunity to confirm which supporters are non-taxpayers and hence not eligible to join the scheme. By identifying these individuals Oxfam are able to remove them from future mailings helping them save on costs.”
Visit The Listening Company.
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.