Case Study: Save the Children

The charity exceeded its campaign targets with a very personal direct mail appeal

Save the Children
Save the Children

Campaign: Mwananyamala Hospital Appeal

Agency: The Good Agency

Save the Children sent its supporter appeals coordinator, Rachel Harris, to Tanzania before sending out one of its direct mail appeals in September.

The aim of the campaign was to raise £175,000 to build a new neonatal hospital unit in the country.

The pack included a detailed letter from Harris describing her visit, in which she described the "appalling" conditions of the existing neonatal unit, where hundreds of newborn babies die every year.

It also included a blueprint of the plans for the hospital and photographs that Harris herself took during her visit.

Scott Clarkson, individual giving supporter retention manager at Save the Children, says the pack allowed people to see where their money would be going.

"It's about giving people a very clear view of what we're trying to achieve," he says.

The campaign exceeded its targets, with a gross income of £266,000, excluding Gift Aid. The pack was sent out to 173,589 people, made up of the charity's cash donors and monthly givers, at a cost of 44p a pack. The response rate was 4.01 per cent and the return on investment was 4.07 per cent.

EXPERT VIEW - Chris Arnold, Creative partner, Creative Orchestra

Chris Arnold, creative partner, Creative OrchestraThe story is a moving one, but its approach was too formulaic. Even if it's going to a warm database, it would benefit from a better sell. With an opening give of £165, you need a big sell to convert even loyal supporters.

Buried in the copy are stunning facts - one hospital for 2.1 million people, three mothers with newborn babies to one bed and one cot. It really makes you think. One simple fact put over well can be far more convincing than lots of paper and too many words.

Creativity: 2
Delivery: 3
Total: 5 out of 10

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