FUNDRAISING NEWS: Campaign Watch - Just Breaking


This Christmas the British Heart Foundation is sending out mail packs containing a set of three Christmas cards branded in the charity name.

It is hoped that the campaign will raise around £650,000.

The cards, created by direct marketing company DMS, are sent as a free gift which can be sent on to family and friends. On the back of the card it tells the recipient a little about the work of the foundation and gives a number to call in order to make donations.

A letter enclosed urges the receiver of the mail to make a donation to aid the work of the charity. It asks for donations by cheque or credit card either for £5, £10, £15 or any other amount they can afford.

More than 600,000 mail packs have been distributed, of which 436,000 were sent out to cold lists and 168,000 were forwarded to the foundation's active donor base. Debbie Lee, account director at DMS, says: "We hope this Christmas card idea will out-perform the calendar and cards to children, creatives which have so far been the most successful annual campaigns."

The cards to children scheme involves cards being sent out to potential donors in the hope that they will return it along with a donation. The card can be sent on to a child in hospital. In a separate campaign, a calendar is sent out with the hope a donation will be sent back in return.

These two campaigns have been repeated this year on a small scale after proving successful in the past.

The main objectives of the campaign are to recruit new donors and to increase response and return on investment and the three packs are being sent out in equal numbers to cold and regular donors.

The central message of the initiative is to encourage donations to fund research into heart conditions that can affect children. The campaign is specifically focused on children, as Christmas is traditionally a time for them.

Also included in the letter received in the pack is a list of how else it is possible to help the charity and further an information packs on heart-related health.

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