On Agency is absolutely delighted to have been nominated!
On Agency is absolutely delighted to have been nominated for Best Individual Giving Campaign at the Institute of Fundraising Awards 2015. This was for ShelterBox’s first ever direct mail acquisition activity…
On Agency is absolutely delighted to have been nominated for Best Individual Giving Campaign at the Institute of Fundraising Awards 2015. This was for ShelterBox’s first ever direct mail acquisition activity.
This was the problem we had to crack: the ShelterBox delivers shelter to families in a disaster, but how to convince people to give when no immediate disaster exists?
The solution was not to think outside the box! This was all about the box and nothing but the box. The box was sold as a premium product to the audience. To add shock, surprise and standout, the appeal was presented on the outside of the envelope – demonstrating extreme urgency, but also leading with the tangible, life-saving contents of the ShelterBox and their associated price tags.
To add relevance, the campaign was designed around presenting the need for shelter for families in cold winter months. To add warmth, it was branded as a Christmas appeal. To add gravitas, the charity was endorsed on the reverse by ITN journalist Mark Austin.
“We are thrilled with the success of this campaign, achieved through the simple combination of compelling proposition, the tangibility of our work, innovative and striking creative, a seasonal angle and careful targeting. As well as growing our mailing list by over 10% overnight, it has provided us with invaluable learnings to take forward as we develop our individual giving and donor acquisition programme. The potential for growth is fantastic.”
Alison Wallace, CEO ShelterBox.
This simple, honest and upfront approach ensured people understood the problem and solution, which resulted in a combined response rate of over 2.35% and smashed all set targets. This one campaign grew the charity’s database of active supporters by 10%.
At a time when major NGOs are struggling with recruitment, this small charity in Cornwall showed that when you combine seasonality, urgency, tangibility and the gravitas of a third party endorsement, plus an innovative creative approach, you can re-inspire the public about international development. Best of all, funds from the appeal helped the charity respond quickly and effectively to the Vanuatu disaster at the start of 2015.