Our challenge
Leeds Hospitals Charity faced challenges in creating highly targeted marketing campaigns due to a lack of clearly defined donor personas, this often resulted in advertising activity where the audiences were too broad. This lack of specificity meant some campaigns were less effective than they could have been and that the charity wasn’t reaching as many potential donors.
Our creative thinking
ThinkOTB recognised that the key to resolving Leeds Hospitals Charity’s communication challenges was to provide clarity and direction in how they defined their donor audience. By analysing existing data and aligning it with Experian Mosaic profiles, ThinkOTB developed a strategic framework that would form the backbone of a collaborative workshop.
The workshop was structured to guide both the fundraising and marketing teams in identifying and refining donor segments, focusing on distinct groups such as event fundraisers, NHS staff, patients and their families, and LHC lottery players. Each segment was examined through the lens of demographics, behavioural patterns, and communication preferences.
Through engaging exercises and data-driven discussions, ThinkOTB helped Leeds Hospitals Charity outline targeted messaging and appropriate communication channels for each donor group. By bridging the gap between the fundraising and marketing teams, ThinkOTB fostered a unified approach to donor engagement, one that would not only enhance immediate campaign effectiveness but also build a more sustainable donor acquisition and retention strategy moving forward.
Leeds Hospitals Charity now has a suite of well-defined donor personas that serve as strategic touch-points for future marketing initiatives. The personas provide actionable insights into donor motivations, preferred communication styles, and potential engagement tactics, laying the groundwork for more effective, data-driven marketing efforts.
