Limiting outflow of contributors
In order to limit the outflow of contributors, CliniClowns asked Oxyma to develop a customer contact strategy that included a loyalty programme.
Pinpointing loyalty drivers
A qualitative as well quantitative study was carried out in collaboration with TNO to find out what the loyalty drivers were. The most viable direct marketing approach which best fit the CliniClowns loyalty concept was then mapped in a number of workshops. For each stage in the donor life cycle, a different client program was set up (welcome, development, retention and recovery). Each program consists of different types of direct marketing campaigns.
Maximising ROI on the marketing budget
The concept of loyalty is an integral binding story that creates visibility, consistency and a personal approach in which aspects such as passion and emotion are expressed. In addition, a customer value segmenting system is devised, whereby the level of commitment and the number of donations determine the amount of, and type of campaign information that contributors receive. This allows CliniClowns to optimize the marketing budget and maximize ROI.