Fundraising: Expert view - Barney Cockerell, creative director, WWAV Rapp Collins London

When you spend your days writing about children suffering terrible abuse and people losing their loved ones to cancer, it's hard to get excited about planning issues. But putting the cause to one side for a moment, I think this is a professionally executed communication.

Whether CPRE supporters are motivated by concerns for our country's disappearing flora and fauna, a desire to stand up to the Government's undemocratic planning rules or an urge to preserve their own chocolate box villages, there is something for everyone here. And the time-sensitive call to action gives it a real sense of urgency.

In tone, it feels personal without losing credibility. The letter feels as if it is from a real person, and I can even see pictures of the people who will be running this campaign. This is clearly not a faceless large charity, but a small and dedicated pressure group. The copy is well written and manages to simplify some complex issues. The art direction strikes a nice balance between 'put together in a hurry' and feeling too 'designed'.

Taking all of this into account, it is no surprise it worked well. But could it have worked even better? I would have liked a little more focus on the solution. If I were a CPRE supporter, I'd like to know how my £20 would be spent. And, although the pack told me a lot, it didn't make me feel an awful lot. Perhaps this is because I am not engaged with this particular cause, but I felt that the copy was more intellectual than emotive.

Creativity: 3

Delivery: 4.

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