Focus: Fundraising - Expert view - Sean Kinmont, creative director, 23red

Whenever marketers have to sell the benefits of complex technology to non-technologically minded consumers, the challenge is always the same: to find a way of explaining what it does - both simply and memorably.

For the team that created this mail pack for the charity, budget restrictions added an extra challenge. But that's why this piece shows how well direct marketing can work when it's built on a great idea.

The agency knew from experience that the charity's target donors, mainly women in their 60s, were most likely to give towards the cost of a new ultrasound diagnosis scanner if they understood its function and benefits.

Using a clever explanation of the scanner's role, they have created a brilliant analogy: just as see-through envelopes allow recipients to avoid opening unsolicited mail, the new scanner would help doctors avoid operating on every child.

The marketing industry showed its respect for the piece, which won a clutch of awards including the coveted Direct Marketing Association's Grand Prix.

Most importantly, the pack raised £217,600 (a five-to-one return on investment) from a 10 per cent response rate, and the hospital now has its scanner.

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