Case study: Cancer Research UK

The charity sent a booklet to its donors to thank them for their support

Cancer Research UK newsletter
Cancer Research UK newsletter

Organisation: Cancer Research UK
Campaign: Your Story
Agency: TDA

Cancer Research UK launched an integrated campaign in September last year to thank its donors for their support and show them the difference their help had made.

To do this, the charity replaced its annual newsletter with a personalised direct mail send-out that was supported by a microsite.

The direct marketing agency TDA designed a booklet that featured inspirational tales about people who had fought cancer, with content varying by region. Recipients were invited to visit the CRUK website to share their own stories.

Emmeline Kite, account director at TDA, says it was crucial to make the communication relevant to each individual supporter.

"In the current economic climate, it's more important than ever to demonstrate the tangible outcome of their investment and how vital their support is in beating cancer," she said.

The packs cost 29p each and were sent to 826,373 people. More than 2,000 stories were sent back to the charity through the site.

The campaign did not include an 'ask' - but, despite this, it had a cash response rate of 0.13 per cent, or 1,107 responses. This totalled more than £20,000.

EXPERT VIEW - Dan Douglass, Executive creative director, Meteorite

Dan Douglass, executive creative director, MeteoriteThe annual newsletter can so easily become an exercise in 'kitchen sink' communication - if you throw everything at the reader, something is bound to be interesting.

The piece from CRUK avoids this trap. These are very personal stories about people local to my area who have battled with cancer - tailored for me personally.

Unlike other newsletters, they've taken the time to engage with me. They don't just say they care or show me; they involve me. It's beautifully simple thinking.

Creativity: 5
Delivery: 3
Total: 8 out of 10

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