Case Study: British Red Cross

The door-drop appeal features the humanitarian rose on two blank cards and a bookmark

British Red Cross campaign
British Red Cross campaign

Organisation: British Red Cross
Campaign: Spring 2011 Humanity Appeal
Agency: In-house

The Spring 2011 Humanity Appeal door-drop from the British Red Cross takes a very traditional approach to fundraising.

The pack contains two blank cards featuring its humanitarian rose design, each with their own blank, white envelope, a letter asking for a £5 donation and explaining the work of the charity, a Red Cross pen, a bookmark also featuring the rose and an addressed envelope for the donation.

It is not delivered to any particular person or household, but posted through letter boxes in areas where the Red Cross believes people who are most likely to donate to this type of campaign live - the over-55s.

The campaign letter is quite safe in its design and content. Richard Verden, head of individual giving at the charity, says this approach works well for the Red Cross and is more cost-effective than direct mail campaigns, because the postage costs significantly less.

"In particular, we can bring in new donors with this method and then build up a relationship with them over time," he says.

He says the Red Cross sent out "hundreds of thousands" of packs, but will not give further figures. He says the charity will not know how much the campaign had raised for several months.

EXPERT VIEW

Chris Arnold, creative partner, Creative Orchestra

Chris Arnold, creative partner, Creative OrchestraThe main creative is the humanitarian rose, which was especially bred to celebrate the Red Cross's 125th anniversary in 1995. It looks like a wallpaper design. The rest is a very traditional charity letter and ask.

Buried in the copy are two appeals, one for the Pakistan flooding disaster, the other for the relief work in Haiti. Neither have been featured visually, which I feel is a lost opportunity. After all, surely a real picture of the Red Cross helping people is of greater emotional value than a painted rose?

Expert rating
Creativity: 2
Delivery: 2
4 out of 10

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