Fundraising News: Childline campaign uses direct mail to boost SMS donors

Childline is launching a direct-mail recruitment campaign that aims to generate responses by text message.

The pack will carry an option to make a 'premium text' donation of £3, or to register an interest in supporting Childline's work.

All those that respond to the direct mail will be called on their mobiles to ask them to upgrade to a committed giver. The pack will go out in mid-June, with follow-up conversion calls.

James Briggs, head of creative strategy at Bluefrog, which created the campaign, said the pack would be a small but valid section of a large recruitment mailing.

Matt Parkes, head of direct mailing at Childline, said: "SMS has the potential not only to boost response to existing lists, but to reach a different, younger profile."

Briggs added: "We've used text as a response medium for press and TV with Shelter and CRUK respectively, but as far as I know this is the first time it's been tested in a charity mailing."

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