Case Study

National Childbirth Trust:
Enhancing the value proposition with personalisation

About NCT

The National Childbirth Trust (NCT) is the UK's largest parenting charity, supporting parents through pregnancy, birth, and early parenthood.

They offer antenatal classes to over 75,000 individuals annually, provide online resources to more than a million users, and manage over 8,000 calls each year through their infant feeding line, positively impacting countless lives.

Members

10,000-50,000

Industry

Non-Profit

Location

United Kingdom

The need for personalisation

NCT faced a common challenge of declining member engagement and retention, something many membership organisations experience.

They reached out to Parliament Hill for support in developing a more personalised value proposition to better connect with their audience.

Key Results

63%

Avg. Open Rate (OR%)

across campaigns

12%

Avg. Clickthrough Rate (CTR%)

across campaigns

+34%

Open Rate (OR%)

vs. before Parliament Hill's personalisation

+500%

Clickthrough Rate (CTR%)

vs. before Parliament Hill's personalisation

See how we can help you

Working together to drive engagement

1. Enhancing the Benefits Proposition

We started by refreshing the member benefits to align with the real needs of NCT's community; expectant and new parents. We introduced highly relevant offers that immediately drove engagement:

Cinema tickets
Stay-at-home experiences via Virgin Experience Days
Family getaways with Eurocamp
Health & wellbeing offers such as MyGymDiscounts and MyActiveDiscounts

These additions led to a noticeable increase in offer redemptions, site traffic, and overall member satisfaction.

2. Targeted Email Marketing That Converts

NCT’s email campaigns saw great success by leveraging audience segmentation. By grouping members based on their stage of pregnancy or the age of their baby, NCT was able to personalise offers that were highly relevant to each individual. These tailored offers included:

Legal advice
Deals on home decorating
Postnatal gifts
Pregnancy advice specific to each stage of the journey

3. High-Impact Member Competitions

In May 2022, we launched an exclusive competition in collaboration with our partner, LV=, giving members the chance to win one of two £300 car seat vouchers from the Car Safety Centre.

We helped NCT coordinate a multi-channel campaign, tapping into both online and offline avenues to drive awareness and participation.

The Result?

A record-breaking 878 entries – the highest ever for an NCT competition
The most engaged campaign on the scheme site in 2022

Thank you NCT Membership and LV= for the opportunity to win this fantastic prize which will be very useful.

We're really pleased and excited to have won!

Harsha J

Competition winner

We were surprised and excited when we got the email saying we'd won the NCT and LV= car seat competition.

Thank you NCT and LV=.

Melisa H