# BHF promotes affinity credit card with e-mail campaign

- Link: https://fundraising.co.uk/2003/11/24/bhf-promotes-affinity-credit-card-email-campaign/
- Published: 2003-11-24T00:00:00+00:00
- Author: Howard Lake

**The British Heart Foundation (BHF) is testing an e-mail campaign to see if it 
can recruit new supporters to sign up for its affinity credit card.**

The campaign, which will target approximately 80,000 people, will consist of four
e-mails, the release of which will be staggered over two weeks. All designed by 
Harvest Digital, the first will be an interactive quiz, the second focuses on the
BHF’s cause, the third highlights the benefits of the card, and the final message
incorporates a free prize draw element to incentivise applicants.

The charity hopes the e-mails will increase online applications for its new credit
card, which was launched in partnership with MBNA Europe Bank in August.

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Douglas Rouse, Head of Corporate Fundraising at the BHF, says: “Our credit card 
microsite, which went live as part of the card’s launch in August, has already proved
tremendously effective, and by extending our online activities with e-mail we hope
to maintain this success and learn more about e-fundraising.”

The BHF and MBNA’s ten-year partnership aims to raise approximately £1 million in
the first three years of its launch to help the charity and its work into the causes
and prevention of heart disease.

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