'Frank' Cancer Research UK mail pack is its most successful yet

Letter bases its ask on admission that donors are 'inundated'

A direct mail pack telling recipients that fewer people were responding to direct mail has become the most successful new-donor recruitment mailing for Cancer Research UK.

The letter, sent out last month, said: "I'm going to be absolutely frank with you: fewer people are choosing to respond to letters like this. It might be that people don't like reading letters any more. Or, as I find when I open my post at home, it seems like you're inundated with mailings from credit card providers, pizza delivery companies and other charities."

The pack attracted 56 per cent more new supporters than the control pack against which it was tested, which had previously been the charity's most successful new-donor recruitment pack.

CRUK has recruited more than 8,700 new regular givers through the Brown Envelope campaign since the start of this year. It led to an average donation 21 per cent higher than the control pack managed to attract.


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