FUNDRAISING NEWS: Campaign Watch - Just Breaking


The RSPCA's latest direct mail campaign is based on a cardboard reply card that has two special slots where donors can insert £1 coins.

The campaign is aimed at mature supporters who are more likely to make a one-off cash donation than commit themselves to a monthly direct debit payment.

"The coin-holder card is a nice idea because it is more interactive than other direct marketing campaigns," said Kerry Gee, spokesperson for WWAV Rapp Collins. "It can be difficult to get people to write a cheque for £2, but most people have a coin lying around."

Included in the pack is a personalised letter from the RSPCA's head of fundraising Anthony Baumann, a six-page booklet showing a timeline of the charity's history, a reply-paid envelope, and the personalised response coin-holder reply card.

The slots in the coin-holder card have adhesive bases to hold the coins securely in the post. There is also a detachable reply form, giving donors the option of returning a cheque or postal order rather than £1 coins.

The coin-holder card has been designed to minimise the risk of sending cash in the post.

"The coins fit snugly into the holder and the card itself slots securely into the reply envelope, so there is no danger of the coins slipping out," said Jenny Turner, spokesperson for SR communications.

The mail pack has been specially designed with a historical focus, which is expected to appeal to older donors.

The historical emphasis of the campaign is reflected in the images. The outer envelope shows a sepia photo of an early 19th century RSPCA inspector next to a modern day inspector. Beside the image is the caption: "The world has changed a lot since 1924. But it's nice to know that some things stay the same".

The central message of the pack is that a £2 donation can help ensure that the RSPCA continues to work for suffering animals.

The packs were sent out to 80,000 potential supporters during March, and a high response rate is expected. The RSPCA's initial target to raise £16,000 from the campaign has already been reached.

"We set a cautious target response rate of 10 per cent because this is a new idea," said Gee. "But it is proving very successful and we have already reached that."

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