Not-for-profit groups are an important market for the bank, which has more than 100,000 community group customers. The campaign targets individuals in 250,000 community groups using a mixture of existing and new data.
TDA, the agency responsible for creating the campaign, has segmented the data into separate sectors, targeting each one with creative relevant to that audience's specific banking needs.
"Because the community sector is so diverse, we break it down into key segments," explained Claire Bayliss, head of marketing for the bank. "The first is clubs and societies, where we target the treasurer. Other sectors include charities and voluntary organisations, religious groups, and public sector groups such as schools and Parent Teacher Associations."
Activity includes direct mail, outbound telemarketing, online activity and advertising. It highlights the fact that accounts are free with no charges providing they remain in credit.