The Story: East Anglian Air Ambulance (EAAA) wanted to develop an integrated Christmas campaign, Gift of Life, to increase engagement and donations across a range of fundraising activities. As part of this, we partnered with them to create an impactful direct mail appeal.
The Story: East Anglian Air Ambulance (EAAA) wanted to develop an integrated Christmas campaign, Gift of Life, to increase engagement and donations across a range of fundraising activities. As part of this, we partnered with them to create an impactful direct mail appeal.
The Brief: To use the Gift of Life sub-identity to develop a direct mail pack to go to warm donors and a variant to go to In-Memory supporters (with no direct ask). As well as an ambitious financial target, EAAA wanted to increase engagement by encouraging supporters to send a message to the crew in return for a limited edition star pin badge.
Our Response: We developed a mail pack consisting of an outer, letter-donation form, leaflet and engagement device, with a pared down version for In-Memory supporters. We incorporated and developed the essence of their Gift of Life branding which revolved around a colour scheme of deep blue and gold, with attention drawn to the idea of night/twilight flying.
Why it Works: Christmas is often an emotive time for people, especially for those that have lost loved ones. This pack centres around a hope-filled message of how supporters can help EAAA to be there for someone in their darkest hour at Christmas which ties in perfectly with the darker palette, and emphasis on night-flying, of the wider Gift of Life branding.
The star-shaped decorations engage supporters by giving them an opportunity to help decorate EAAA’s Christmas tree with messages of thanks and support for the crew.
Results: The appeal generated £93,000 – against a target of £50,000 – from 2,561 donations. Over 1,000 Christmas stars were returned with a message of support for EAAA crew.
Being there in someone’s darkest hour at Christmas