2. Customer acquisition strategy & innovation
Delivering delight: RNIB’s Bright Box
● Aim: Improve LTV and CPA
● My role: Acquisition Strategist
● Target: 5,000 new customers
● Situation:
○ New device to grow customer’s
LTV and retention
○ Can be repurposed for Helpline, Commercial,
Membership, Fundraising teams etc
○ Opens up corporate partnerships scope
3. Customer acquisition strategy & innovation
Reducing CPA and upping LTV
● Objectives:
○ Current customer acquisition averages
350-700 new customers a quarter/campaign
○ Average CPA £50-150
○ LTV estimated £1,500-6,000
● Pilot:
○ Test 5,000 boxes in one channel
○ Deliver feedback for further
● Partnerships:
○ Commercial
○ Corporate partnerships
