National Deaf Children’s Society
Our new digital advertising strategy unlocked new revenues for a leading UK charity
- Client: National Deaf Children’s Society
- Membership: 70,000
-
Media Sold: - Print advertising: display; advertorials; loose inserts
- Digital advertising: e-newsletter, website promotions
- + 30% ad sales revenue
- 60% forward bookings
- Created & implemented a digital advertising revenue strategy
- Client: National Deaf Children’s Society
- Membership: 70,000
-
Media Sold: - Print advertising: display; advertorials; loose inserts
- Digital advertising: e-newsletter, website promotions
- + 30% ad sales revenue
- 60% forward bookings
- Created & implemented a digital advertising revenue strategy
The National Deaf Children’s Society has had an excellent experience with Bourne Media. They continue to expand our network of advertiser clients, whilst providing strong communication, and keeping us up to date with the status of each magazine issue. Advertising revenue has significantly increased from the get go. We look forward to continuing to work closely with Bourne Media for the foreseeable future. 
The challenge
Filling valuable advertising space
As the leading charity for deaf children in the UK, the National Deaf Children’s Society serves a membership community of over 70,000 parents and professionals. Their advertising sales revenues play a vital role in supporting their vital work – yet they were seeing a decline in print advertising sales revenues and uptake, with valuable space left unsold in their quarterly Families magazine. The marketing team called us in to help.
Our solution
A high-value digital advertising approach
We saw two clear pathways to better revenues for the National Deaf Children’s Society: improving sales consistency and page yield in their magazine, and introducing new digital advertising opportunities to drive new revenues from their online communications.
We built a high-value digital advertising approach, deliberately limiting the amount of space on offer so we could protect the reader experience and create high value in the space sold. Starting with a single monthly banner in the Society’s monthly newsletter, we built on positive supporter feedback to expand the advertising opportunity to include product promotions and member benefits on the Society’s website.
Meanwhile, we tackled the problem of falling print ad sales by rebuilding relationships with current advertisers, and approaching new ones. We worked with all of the Society’s advertisers to extend the duration of their campaigns, assuring solid forward sales throughout the year.
The result
Growing sales & revenues
Advertising revenues grew by 30% within the first 9 months of our new, omnichannel advertising sales approach, whilst forward bookings had reached 60%.
The Society is now able to plan ahead with confidence, forecasting quarterly advertising revenues with peace of mind.
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