Case Study

Raising charity funds with ITEC’s Hybrid Mail

Overview

The Jubilee Sailing Trust (JST) is an international, UN accredited charity with its headquarters in Southampton. Through life-changing adventures at sea , the charity aims to empower individuals of all abilities and backgrounds to discover what they can do, rather than what they cannot.  In 2017, the JST began to work with ITEC’s MailaDoc subsidiary to support its fundraising activities.


The Customer

Established in 1978, the Jubilee Sailing Trust operates two iconic Tall Ships, STS Lord Nelson and SV Tenacious. Both are specially designed to allow individuals of all abilities to fully participate in sailing. The on-board environment during these voyages represents a microcosm of a world where all learn and work together inclusively, creating the ultimate team living, learning and working experience.

The JST is a world leading institution built on a strong maritime heritage with significant demonstrated expertise in establishing high impact voyages, which break down barriers between people of different abilities, foster teamwork, learning and skill development. In its first 40 years, JST has taken almost 50,000 people to sea, having meaningful impacts on their lives and teaching valuable skills. Nearly half of voyagers live with some sort of disability.

The Challenge

Inevitably, the specially adapted tall ships are costly to maintain. Funds come from a variety of sources, but individual gift-giving is a very important component and successful fundraising campaigns are the lifeblood of the charity.

At the same time, there is fierce competition from a wide range of other good causes including much bigger charities. It means the Jubilee Sailing Trust must aim to be both extremely professional in the way it presents itself and super-efficient in the way it spends its money.

The Solution

Fundraising Manager Gemma McKnight started work at the charity in October 2016 and was determined to ensure the charity was getting value for money. She also wanted to build on the considerable work that the charity had put into improving its internal processes and clarifying its messages.

Recent direct marketing campaigns have taken strides towards these ambitions, with the Trust’s Fundraising Team introducing new initiatives. With a major direct marketing campaign in the offing, the Trust went out to tender. The aim of the ‘Your Ship Needs You’ campaign was to raise funds for the maintenance of the Tenacious tall ship at dry dock in New Zealand.

Gemma McKnight took the decision to engage with ITEC and its MailaDoc subsidiary, which offers a low-cost high-quality service for outbound postal communications. She says the ITEC proposal was very competitively priced and offered value for money.

At the same time, Gemma McKnight commented that she was “completely impressed by the ITEC service. The team haven’t just processed our campaign; they’ve listened to what we were trying to achieve and they’ve come up with good advice and positive ideas for tweaks and improvements.

“The result has been to lower our costs but at the same time to help raise the professionalism of our activity. The results of the overall campaign were superb.”

The campaign aimed to raise £15,000 in unrestricted funds. The actual amount raised was £38,000 with 2% of people responding with donations – a much higher rate than previous campaigns but implemented at a lower cost.

Smarter Working

The ITEC team have listened to what we were trying to achieve and come up with good advice and positive ideas for improvements.

Agility

We have been able run a campaign at a very competitive price but not compromise at all on quality of presentation. In fact, we’ve managed to reduce our costs and up our game and achieved some great results.