Awards

This award is for the campaign that demonstrates the best use of direct mail in fundraising. The winner of this award had just five weeks to raise £5m. Having secured £4.8m in funding, they turned to their supporters and within five days they developed a pack with the target of raising the remaining £200,000. A simple message, a visual hook, urgency and a dash of audacity make this campaign special. Despite never having asked their supporters for money with a solus appeal, this organisation placed the ask prompt at £84 with a clever rationale as to why! Alongside interactive web activity, press and publicity the campaign exceeded all expectations!

The appeal raised double its target at over £400,000 delivering an ROI of 9.1 Why? In the words of one of the donors to the campaign “I felt part of the venture”. The campaign tapped into British passion and pride, effectively securing the generosity of their supporters who donated to secure the nation’s heritage

What's more the organisation now recognises the value of its supporter base and direct mail is likely to be key part of its supporter development work in future!