Copywriter: John Smith
Art director: Steve Andrews
Client: Friends of the Earth
Agency: The Thinking Business
Copywriter: John Rawson
Art director: Mike Bastin
Client: The Christie Hospital NHS Trust
Agency: McCann-Erickson Manchester
Copywriter: Bryce Main
Art directors: Glyn Wakefield, Carol Naylor, Dorina D’Ambrosio
The judges were very enthusiastic about the winning entry in this
category, not least because the client charity - which is not really a
household name - had no previous experience of direct marketing. Only a
limited budget was available.
The campaign involved a door-drop to 19,500 households in Leatherhead,
where seeAbility has a residential centre. It was positioned as an
appeal from the local postman. ’I just wish more postmen had those
copywriting skills,’ one judge noted. ’It was quite unique and the
results were astonishing.’
The aim of recruiting new donors at a profit was very comfortably
The charity and its agency had assumed a response rate of 1.5%, being a
typical figure for door-drops. In fact, they achieved 7%. They had
looked for just under 300 donors, and received contributions from more
The fundraising target, set at pounds 6700, was exceeded by pounds
The average donation was pounds 20, meaning that each new donor was
recruited at a profit of pounds 14. At the same time, the client’s
database grew by 40%.
Combating snow-forest destruction by avoiding wasteful paper consumption
was the aim of this mailing from Friends of the Earth. This posed its
own dilemma, overcome by using recycled paper and keeping the elements
of the pack to a minimum. A mock tabloid was used to tell the story.
Nearly 10,000 respondents signed messages to the Finnish and Swedish
governments. The campaign raised pounds 92,000, against a realistic
target of pounds 75,000.
Christie Hospital wanted to break the mould of charity dinners with its
centenary appeal. A prestigious pack was developed, although all
materials were provided free of charge. The theme of ’teaming with
success’ aimed to cascade the appeal to a wider audience by inviting
recipients to appoint new team captains, and provide ideas for
fundraising teams. The charity dinners itself was a sell-out, and cash
pledges made at the event totalled pounds 2.2m.