The Story: Following on from the development of the first mailing pack (RG – Groundbreakers) we created a warm DM pack which went out to a wide group of cash supporters, but some may not have donated directly before or may have been community or event supporters. Many of these people (not all) had given in memory of a loved one previously. The pack was to help towards the target for the new Hospice, asking for a single cash ask.
This pack was the main mailing mass fundraising communication to warm supporters for the capital appeal. It landed at a similar time to other marketing activity happening in the community.
The Story: Following on from the development of the first mailing pack (RG – Groundbreakers) we created a warm DM pack which went out to a wide group of cash supporters, but some may not have donated directly before or may have been community or event supporters. Many of these people (not all) had given in memory of a loved one previously. The pack was to help towards the target for the new Hospice, asking for a single cash ask.
This pack was the main mailing mass fundraising communication to warm supporters for the capital appeal. It landed at a similar time to other marketing activity happening in the community.
The Brief: This pack needed to feel a deep sense of connection and unity with the community, feeling inspired and moved by the collective stories and efforts. A pride of being part of a meaningful project that will leave a lasting legacy of care and compassion in their community. And of course, donations towards the target for the new Hospice.
Our Response: We developed a personalised reverse window outer, A4 2pp letter, A4 2pp donation form, A5-A3 foldout leaflet and a photo card with notelet and response form. Much of the content throughout the 3 packs were very similar, it was the messaging that developed to fit appropriately to each audience segment.
Why it Works: This pack works extremely well and we know performed amazingly due to the results. It’s tactile, inviting and personal, with an invite for supporters to write-back with their own story or message of hope, ensuring supporters know that together, ‘we’re’ making a tangible difference.
This pack felt even more special with the story of Kirsty’s personal story with her dad.
Results: It was mailed to a total of 6,372 supporters with 287 responses (this makes for 4.50% response rate). The average gift was £121.88 with a total income of £34,980.
Exciting plans inside