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LauraLynn - Direct Mail Recruitment
The Challenge
Laura Lynn needed to grow their individual giving income by developing the relationship with their small cohort of existing donors and acquiring new ones. In order to do this they needed to make a strong entry into an already crowded Christmas market.
The Execution
Using Jake’s story we developed an appeal for both existing and potential new donors. Told in his mother Andrea’s voice, Jake’s powerful story demonstrated the huge impact LauraLynn supporters can have in the lives of children with life-limiting conditions and their families.
To help the pack stand out from the crowd we added a number of Christmas elements including cards and wrapping paper based on designs by children in LauraLynn.
Jake and his family had a strong visual presence with photos from previous Christmases spread throughout the pack. To add urgency donors were given a deadline by which they had to respond. Donors were also given the opportunity to directly connect with children like Jake by including a message on their enclosed LauraLynn star and returning it alongside with their gift.
The campaign was supported by a well-thought-out series of above the line activities including press coverage, radio ads, targeted online ads and an appearance by the family on the Late Late Toy Show.
The Results
Christmas wishes is LauraLynn’s most successful fundraising appeal to date. The appeal recruited almost double the number of new donors projected and over double the income. The campaign put LauraLynn in a strong position to grow and develop the organisation’s donor base.