Case Study : Art Fund

An integrated appeal that saved the Staffordshire Hoard for the UK. Dan Douglass shares his thoughts

Art Fund campaign
Art Fund campaign

Organisation: Art Fund

Campaign: Staffordshire Hoard Appeal

Agency: Bluefrog

The campaign

The Staffordshire Hoard, unearthed in July last year, was the largest ever archaeological find of Anglo-Saxon artefacts. Upon its discovery, the Art Fund, a charity that gives grants to museums and galleries, launched an emergency campaign to save the treasure for the nation's museums.

In January this year, the charity sent mail packs to its members, previous donors, prospects and cold lists.

The agency Bluefrog was brought in to put together an integrated appeal that included local inserts, press adverts and door-drops. A website was set up where people could make donations and play interactive games.

Donors were told that every donation of more than £20 could save one of the smaller pieces of treasure and that those who gave this much would be listed in an online book at the gallery where the hoard was on display.

The pack used pictures of artefacts against a plain backdrop to emphasise the quality of the treasure.

Why this approach?

Aline Reed, creative director at Bluefrog, said it was important to stress the emergency nature of the appeal.

"We reminded donors that the finder could sell the treasure on the open market if the money was not raised in time," she said.

What were the results?

The campaign raised more than £600,000, exceeding its £500,000 target. The response rate from members was 13.2 per cent and the cold response rate was 2.2 per cent. Each pack cost about 50p.

By Sophie Hudson

 

EXPERT VIEW

Dan Douglass, executive creative director, Meteorite

Dan Douglass, executive creative director, MeteoriteDoes this direct mail piece count as part of the treasure trove? Clearly, yes - it's delivered great results. And it conveys the sense of awe about the discovery of this startling Anglo-Saxon hoard.

By asking Art Fund members and others to contribute towards saving these objects for the nation, the campaign makes the recipient part of this amazing story. The fact that donors' names are displayed in an online book at the Birmingham Museum heightens that feeling. And the special thank you from Tony Robinson, of Time Team fame, authenticates the appeal. Overall, a valuable find for the Art Fund.

EXPERT RATING
Creativity: 3
Delivery: 4
Total: 7 out of 10

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