The Booktrust charity asked us to develop multiple concepts for their first ever direct mail cold acquisition appeal, which needed to engage a new audience and encourage them to give. Communicating the real social impact of the charity’s work, rather than just portraying Booktrust as a well-meaning charity, was vital to the success of the appeal.
We developed a number of concepts to highlight the importance of the Booktrust Children’s Reading Fund, using engaging copy and distinctive creative to capture the attention of a new audience. Having immersed ourselves in Booktrust and using our DM and fundraising insights, we were able to tell genuine, emotive stories about children who don’t have access to books. Demonstrating the social benefits of reading helped us to build a strong campaign, and inspired new supporters to work towards the charity’s goal of providing books to disadvantaged children.
An average gift was 30% above target
Generated 22% more income than target
Calls from receivers of the direct mail packages thanking Booktrust
‘It is absolutely terrific, fantastic and I absolutely love it!’ Viv Bird, CEO of Booktrust