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WaterAid Case Study: Improving marketing consent rates – fastmap

WaterAid Case Study: Improving marketing consent rates

WaterAid Improving marketing consent rates

WaterAid Case Study: Improving marketing consent rates


WaterAid are an international charity that work in over 30 countries across the world with the vital goal of providing people with clean, safe drinking water. To make this happen WaterAid work hard to maintain strong relationships with supporters and encourage regular donations. One key ways they do this is to keep supporters informed with their news, achievements and projects through marketing communications including email newsletters and direct mail.

With the introduction of GDPR WaterAid, as with many other charities and organisations, experienced a huge decrease in the amount of contactable supporters on their database. The changes in the laws surrounding consent and data processing meant they lost the right to send marketing campaigns to a large portion of their contacts.

Over the years we have worked with a long list of organisations on consent marketing projects, and developed a vast amount of benchmarking data. This unique approach helps organisations interested in improving consent rates evaluate their permissions marketing through online research.

So when WaterAid approached us with the goal of improving marketing consent rates we knew our unique data and process would help them increase post-GDPR newsletter sign ups and begin recovering their database.

This consent marketing case study explains the 4 stage project and shows what companies can expect from our benchmarking insights and how we evaluate and optimise permissions marketing statements. The outcome of this project was higher levels of consent and optimised permissions statements that reflect WaterAid’s brand and ethos. Download this case study to learn how WaterAid’s marketing consent wording and approach changed and see what their final permission marketing statement looks like.

If you want to learn more about this project, improving marketing consent rates, and how we can help you with your post-GDPR marketing strategies, concept testing, campaign evaluation and more don’t hesitate to get in touch with David Cole, Managing Director at fastmap, on +44 (0) 20 7242 0702 or david.cole@fastmap.com.

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