How we helped Yorkshire Dales Millennium Trust increase donations by 68% through direct marketing

The Yorkshire Dales Millennium Trust (YDMT) is a small charity doing great things to support and encourage the wildlife, nature, landscape and people of the Yorkshire Dales. They organise programmes that involve the community in the preservation and appreciation of everything the spectacular Yorkshire Dales has to offer.

Working together to create an effective and engaging newsletter

As a charity, Yorkshire Dales Millennium Trust understands the importance of giving back to their donors and keeping them updated on what’s happening in the magical Yorkshire Dales. Their newsletter, Milestones, is mailed to their donor base at quarterly intervals throughout the year. To maximise the return on the newsletter, Milestones is sent in two versions. One to regular donors and another to those who have given one-off donations.

dragonfly ydmt milestones

Unmatched results for the Milestones newsletter
With the help of the team at Dragonfly, Yorkshire Dales Millennium Trust were able to reach their goals, meet their direct marketing targets and achieve incredible results by nurturing their relationship with both long-standing existing donors as well as new one.

The changes we recommended were implemented in the Autumn edition of Milestones mailing in 2019, and the results were remarkable. Yorkshire Dales Millennium Trust saw a phenomenal 68% increase in donations compared to the previous year, with average donations increasing from £22 to £37.



It was a great honour to be part of this unique project and to witness the success of Yorkshire Dale Millennium Trust and receive a glowing testimony from Mike Appleton, Yorkshire Dales Marketing and Communications Officer, who said:

“Our Autumn edition of Milestones was our first with Dragonfly and we are really pleased with the results. Nothing was too much trouble for Ellie and the team at Dragonfly and their advice really made an impact on how successful the newsletter was. We can’t wait to do the next one!”