MAP's first insert campaign makes profit in first year
Howard Lake | 24 January 2004 | News
Medical Aid for Palestinians’ first insert campaign has made a profit within the first year.
The campaign, implemented by agency Catalyst Works, involved inserts appearing in The Guardian and The Observer.
John Barraclough, Catalyst’s Creative Director, believed a simple, straightforward approach was best for the campaign. The cover read “Special Appeal for the Palestinian People”. Inside the need was spelled out through a series of stark facts, such as one-third of Palestinian children under five suffer from chronic malnutrition.
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The insert highlighted MAP’s response is through its main programmes of emergency aid, caring for children, supporting women and promoting health.
“This campaign represents the next stage in the development of the fundraising strategy”, said Catalyst’s Managing Director, Marc Middleton-Heath. “The database has already been cleaned, segmented and existing supporters converted to committed giving. Through clever media planning we produced a very profitable off-the-page donor recruitment strategy and the addition of the insert medium has now also given MAP a profit in year one – a rarity in the sector.”
MAP’s other fundraising successes in the past year include a campaign that secured £100,000 from committed givers.
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.