Case Study: NSPCC achieves a 1,106% increase in average donation value with YouGov Audience Data

NSPCC increases donation value by 1000% with YouGov

The NSPCC, a leading UK children's charity, faced the challenge of identifying and targeting affluent consumers who remained willing and able to donate during the COVID-19 pandemic's economic uncertainty. Partnering with their media agency OMD, they turned to YouGov and its Audience Data product to precisely find this audience and increase much-needed donations.

YouGov implemented its connected data ecosystem to build a dynamic target audience segment called "Affluentials." This solution provided deep audience understanding and enabled highly accurate digital targeting, which was updated bi-weekly for freshness. The campaign delivered the NSPCC's highest level of donations in three years, with YouGov's targeting driving a 1,106% increase in average donation value, from £7.50 to £90.47.

NSPCC