Third Sector Excellence Awards: Direct Marketing Campaign

Jewish Care's Rosh Hashanah fundraising campaign raised more than £200,000 with a little help from Post-It notes.

Jewish Care's Rosh Hashanah campaign
Jewish Care's Rosh Hashanah campaign

Criteria:
For the campaign that best combined innovation and fundraising success

Judging panel:
Dawn Austwick, chief executive, Esmée Fairbairn Foundation
Mike Barnes, director of marketing and business development, Direct Marketing Association
Eric Grounds, director of fundraising, Sue Ryder Care

Finalists:
British Red Cross
DMS, the Direct Marketing Group
Jewish Care
South Yorkshire Community Foundation
Women Like Us

Winner: Jewish Care
The imaginative use of sticky-note images by Jewish Care impressed the judges in this category.
The charity, which cares for older people, Holocaust survivors and disabled people in the Jewish Community, aimed to raise £150,000. It scheduled its appeal to take place during the festival of Rosh Hashanah, the Jewish New Year, which is traditionally a time of giving in the Jewish community.
A direct mail appeal to existing supporters was considered to be the most cost-effective technique, likely to provide the biggest return on investment. Although this formed the bulk of activity, the charity also promoted the campaign through local synagogue magazines and newspapers.
The creative strategy focused on the fact that, in the early stages of dementia, carers are encouraged to place sticky notes on everyday items around the home to remind the
sufferer what those items are. The campaign carried images of items used in traditional Jewish ceremonies, labelled with sticky notes. Next to them was a message asking readers to “remember those we care for with dementia”.
Mike Barnes, one of the judges, said: “It’s really highly targeted, it’s distinctive and it has a really edgy streak to it – an innovative concept.”
Six weeks after the original mailing, those donors who were considered to have the highest propensity for giving received a reminder mailing.
The appeal raised more than £200,000 from more than 3,000 donors. The highest response rate was 34 per cent, from warm donors who had given more than £50 in the previous 24 months. The average donation from standard value donors was £60, and high-value donors made more than 60 donations of between £500 and £1,000. The campaign also prompted a single donation of £5,000. The total cost of the campaign, including all creative elements, was £33,000 and it achieved a return on investment of 6:1.
One rabbi was so impressed by the campaign that he wrote to the charity complimenting the appeal and saying it was the most impressive campaign to have run in the synagogue press.

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