Meningitis Trust targets parents with direct mail appeal
Howard Lake | 20 October 2003 | News
The Meningitis Trust is testing a cold direct marketing campaign as a follow-up to its National Awareness Week this month to encourage donations and regular financial support from the parents of young children.
The interactive pack, developed by TDA, will include a wallet-sized symptoms card and a simple quiz for recipients to test their understanding of the disease. Its aim is to communicate the charity’s commitment to providing support for life whilst using emotive pictures and case studies to generate a response.
Angela Dudley, Deputy Chief Executive at Meningitis Trust, said: “We want to educate parents about recognising the symptoms of Meningitis in their children or themselves. We also want to show people how funding the Meningitis Trust gives emotional support and information to anybody who might be affected by the disease.
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“The Meningitis Trust successfully fundraises through events like the National Toddle Waddle but this is the first time it has tested a direct acquisition appeal for funds,” said Jamie Taylor, Account Director at TDA. “The Trust recognises this and is approaching a very specific group with a well targeted campaign. We have used proven DM techniques to convey a warm message, that is emotional but doesn’t resort to scaremongering.”
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.