Allen key used in donor acquisition mailing
Howard Lake | 12 November 2003 | News
The Shaftesbury Society is sending out 20,000 allen keys in a direct mail campaign to acquire new donors.
The allen key joins Amnesty’s pen and UNICEF’s oral rehydration salts as the latest direct mail pack insert to add impact to an appeal.
The theme of the Shaftesbury Society’s campaign is “the key to turning life around” and focuses on Shaftesbury’s Resources Centre, which provides low-cost furniture and kitchen equipment for Londoners in need.
The campaign draws a link between how many people need only an allen key to furnish their houses from flat-packs, but some need a little more help to turn their house into a home.
The campaign was designed by Cascaid, based on an in-house concept. The mailing markes the second stage of major direct mail testing with the aim of donor acquisition. If successful, the charity plans to expand the campaign in the New Year.
www.livability.org.uk
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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.