Client: seeAbility

Agency: Whitewater

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

than 1300.

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.


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