# Allen key used in donor acquisition mailing

- Link: https://fundraising.co.uk/2003/11/12/allen-key-used-donor-acquisition-mailing/
- Published: 2003-11-12T00:00:00+00:00
- Author: Howard Lake

**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](http://www.livability.org.uk)‘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.

## Advertisement

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](http://www.cascaid.com), 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.