Colchester & Ipswich Hospitals Charity Door Drop

The Story: In 2022, we worked with Colchester & Ipswich Hospitals Charity (CIHC) to complete the development of a new ‘General Fund’ proposition to assist with generating unrestricted income, promote giving to the charity (rather than to individual funds) and to drive awareness of the charity.

With this now in place, CIHC wanted us to develop this proposition further into a door drop campaign in order to drive income and awareness of the Charity (of it being their local NHS charity) across the localities the ESNEFT (East Suffolk and North Essex NHS Foundation Trust) serves.

The Brief: To create, plan and manage a door drop in the catchment areas of both Colchester and Ipswich hospitals.

Our Response: We developed the media plan, targeting 200,000 households in the localities surrounding both hospitals, and created a door drop in a pack format (outer, letter/donation form, A5 uplift leaflet and BRE) for durability and impact on the doormat.

This campaign was the first communication that utilised the new Friends & Family proposition, recently developed by Black Bear Creative for the CIHC General Fund.

Why it Works: This was the Charity's first mailing to a cold audience who may not have heard of CIHC and may not be aware that they can donate to their local NHS charity. We ensured doormat standout with an emotive image, strong call to action around being there for friends and family when in need and with a clear message of urgency.

Powerful case studies and a shopping list provided the tangible benefits that donations could make. Content was also tailored to either the Ipswich or Colchester audience to increase the relevance to that community and the donation ask was also very sensitive to the cost-of living crisis that the reader might be experiencing.