The Story: SCAA is a national charity that receives no statutory government funding, so rely 100% on public donations. An integral part of Scotland’s frontline emergency response network, they respond to trauma incidents and medical emergencies across Scotland, covering an area of 30,000 square miles.
Their newsletter provides supporters with an update on recent charity news, includes stories and features to demonstrate the impact of their donations and informs them of the variety of ways they can get involved.
Their past two campaigns have used only a standalone newsletter with a donation ask, but they want to personalise this campaign.
The Story: SCAA is a national charity that receives no statutory government funding, so rely 100% on public donations. An integral part of Scotland’s frontline emergency response network, they respond to trauma incidents and medical emergencies across Scotland, covering an area of 30,000 square miles.
Their newsletter provides supporters with an update on recent charity news, includes stories and features to demonstrate the impact of their donations and informs them of the variety of ways they can get involved.
Their past two campaigns have used only a standalone newsletter with a donation ask, but they want to personalise this campaign.
The Brief: To create a personalised DM newsletter pack – with a Christmas theme and an engagement piece that supporters can send to say thank you to the crew.
SCAA want to keep the 12pp A4 newsletter format to ensure a consistent approach to supporter communications, but also want a design refresh.
This pack is more about supporter acknowledgement and thanks, to show how valued they are. SCAA want their supporters to feel part of the SCAA family and to realise how critical they are to their life-saving work. There is a soft ask, mindful of the cost-of-living crisis. It will be mailed to 22,000 supporters.
Our Response: A new look and feel newsletter, with a clear identity ‘SCAA NEWS’ to help with consistency and recognition going forward. The design refresh utilised the current assets – e.g. brand colours and powerful imagery to give a cleaner look, helping to bring the stories and features to life, while making them easier to digest for the reader.
Why it Works: We developed a ‘futureproof’ SCAA NEWS design framework that can be continued throughout future editions, growing and adapting with the charity.
Keeping as an A5 mailing format gave it great standout on the mat at a time when competition is high for charity appeals, many of which are the standard DL format.
Results: A total of 840 donations – a 30% increase, and £45k raised through donations and merchandise sales – a great result considering the cost-of-living crisis.
“Looked great in the pack, pleased with overall finish – great work! RNLI cold mailing landed at the same time – ours stood out more”
Alex Gregg, Digital Marketing & Communications Manager, SCAA
Supporter Newsletter