Direct choice: Christian Aid

If you think times are tough for UK charities, spare a thought for those that work overseas, whose causes seem a long way from home.

In 2008, 30% of charities reported a fall in individual donations, and this year Britons are expected to donate £655m less to charitable causes.

One in five UK adults intends to cut out giving altogether, which makes this high-value donor piece for Christian Aid all the more of an accomplishment. It's a tricky brief. In response to the food crisis, Christian Aid is asking its high-value donors for £199 to fund a farming-skills training project for Malawians.

Christian Aid has started at the end of the story and worked its way back, which means the reward comes right at the beginning: 'A village gains the skills to grow its way out of hunger'.

The mailing follows the story of one farmer, Simiton, who shares his learnings with other villagers and creates a ripple effect. The book ends where the story begins: with the gift of a £199 training course from a Christian Aid supporter.

Beautiful simplicity is the key to fundraising work, and this piece has it in spades.

Design: The Good Agency

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