What was the aim?
The Greatest Gift Appeal was Macmillan Cancer Support’s 2013 Christmas donor campaign. The charity aimed to reach a wider audience than previously, as well as maximising response and gifts from the charity’s most responsive donors.
What did it involve?
The campaign featured Emily Reedy, who was diagnosed with cancer when she was three , with her family, her Macmillan nurse and her favourite doll. Developed with the agency Different Kettle, it used multiple media channels to tell Emily’s story to a range of supporters in personalised ways. Less responsive donor groups were targeted with creative techniques such as stickers; and mid-value donors received a personalised thank-you letter. The most responsive donors were sent a follow-up reminder email. A social media advent calendar was designed to encourage people to give.
What did it achieve?
This was the first Macmillan donor development campaign to raise more than £1m. It raised 46 per cent more than its net income target and achieved a return of investment of 5.82 against a target of 3.54
What did the judges say?
Angela Dickson, chair and founder of the Brain Tumour Charity, said: "The campaign used a range of techniques and made clever use of its data."
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