Case Study: Ethiopiaid

The charity, which tackles poverty in Ethiopia, launched a direct mail campaign aimed at an older audience with an interest in healthcare and education

Ethiopiaid
Ethiopiaid

Organisation: Ethiopiaid

Campaign: Dress Pattern

Agency: DMS

Last year, the direct marketing agency DMS was asked by Ethiopiaid, a charity that tackles poverty in Ethiopia, to develop a direct mail campaign. Ethiopiaid sent out its own direct mail pack at the same time to compare results.

DMS looked at Ethiopiaid's target audience and identified that an older audience with an interest in healthcare and education would be a good prospect for the campaign.

It designed a pack that focused on fistulas, a condition developed by many pregnant women in Ethiopia, which is fatal to their babies and leaves them with a hole in their bladder or rectum. It asked donors to help fund Ethiopiaid's work in treating fistulas and training women to make home-made dresses, which builds their confidence.

Marie Newcombe, a director of DMS, says it was important to carry out some audience research before the company designed the pack. "You have to make sure it will resonate," she says.

Both direct mail packs were sent to 100,000 people. The DMS pack recruited 945 new donors, and the Ethiopiaid pack recruited 343.

The average gift for the DMS-designed pack was £19.55 and each pack cost 59p. For the Ethiopiaid pack, the average gift was £22.91, with each pack costing 40p.

EXPERT VIEW

Emma Kemp, senior copywriter, TW CatEmma Kemp, Senior copywriter, TW Cat

A great, tangible pack that instantly positions Ethiopiaid distinctly. The upbeat feel is a real achievement for an issue as complex and potentially catastrophic as fistulas.

It's a pity the line on the envelope is clunky, but using a real postage stamp ramps up the urgency. I'm not sure that a 'from the field' signatory would use a highly designed letterhead with an attached, perforated response form; but the response rate shows that punters are better than me at willing suspension of disbelief.

Expert rating:

Creativity: 4.5
Delivery: 4
Total: 8.5 out of 10

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