Adare secures two-year contract with the Royal National Institute of Blind People.

Marketing and Customer communications expert Adare has secured an extension of its contract with the Royal National Institute of Blind People (RNIB) to improve the efficiency of its telephone fundraising activities.

Adare had previously undertaken work with the charity providing telephone prospect lists and centralising the charity's supporter databases. The company has now secured a further two-year deal which will focus on ways of increasing the all round effectiveness of the RNIB telephone fundraising programme.

The RNIB originally appointed Adare when the performance of its telephone fundraising was declining. In response, Adare formulated a proposal which went far beyond the initial brief.

In addition to supplying highly accurate data and managing compliance with DPA and PECR requirements, Adare dynamically profiled responses by designing a 'prospect pool' system which profiled and automatically re-ranked potential new prospects, based on the outcomes from recent calls. This resulted in a 15 per cent increase in positive responses to its telephone campaigns and boosted donation levels to the charity.

Sharon Wilding - National Telemarketing Manager from RNIB says: "The efficiency of the data management processes designed by Adare means that campaign performance has consistently exceeded expectations; with positive responses at initial contact rising to over 20 per cent in many campaigns."

The new contract challenges Adare to further improve response rates, as well as helping the charity reduce its administration costs and simplify its invoicing processes.

Andrew Woodger, Data Services Director at Adare, explains: "Our role is to not only supply accurate data and manage compliance, but to directly track social philanthropy trends in order to maximise the return from calling activity.

"We are pleased that we have been given the opportunity to continue working with the charity and to help with such a worthwhile cause, and will strive to continue to improve the results of its fundraising campaigns. Our strategy will further streamline the administration processes, more accurately identify responsive, prospective donors and guarantee accurate data so that more of the funds raised by the RNIB go directly to supporting blind and partially sighted people."

The RNIB is the UK's leading charity offering information, support and advice to over two million people with sight loss

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