Campaign: Research appeal
Agency: TW CAT
The charity sent out a direct mail pack in February to the charity's existing database of donors. It was trying to raise funds for its research into motor neurone disease and its work in supporting people who suffer from it.
The pack was simple, consisting of a case study, which was ghost-written for, and approved by, a person with motor neurone disease, and two pages of text and graphs that explained the MNDA's latest research.
The packs had an ask tailored to each donor, according to the amount given previously. There were two versions of the pack: one aimed at 'standard' donors, asking for up to £100, and one for 'medium' donors, which targeted those who might give more than £100. The medium pack contained more scientific information; the content of the standard version was more emotional.
Why this approach?
The agency decided to approach only those people who were already on the charity's database, because this had worked well in the past.
Marie Doyle, the account manager at TW CAT, said the packs differed because people often wanted different things depending on the amount asked of them. "Including details about the research can make donors feel they are participating in something concrete," she said.
What were the results?
The campaign surpassed its target of £38,231 and generated £87,173, including two donations of £17,000. The average gift was £43.07. The packs cost £28,844.
EXPERT VIEW - Ian Prager, Planning director, MC&C
There is a lot to like about this mail piece. The look is understated, which I believe in this instance works well with the supporter base. It doesn't try too hard - it talks to the supporter as a trusted colleague, rather than as a cash dispenser. I thought the progress update was written in a clear, intelligent way that talked simply but effectively about recent progress without over-egging it. Anyone with any knowledge of motor neurone disease is all too aware that it's a long haul to find a cure. I think the tone of optimism and realism about the challenges ahead is spot-on. The financial results aren't too shabby either.
Total: 8 out of 10.