# MAP's first insert campaign makes profit in first year

- Link: https://fundraising.co.uk/2004/01/24/map039s-first-insert-campaign-makes-profit-first-year/
- Published: 2004-01-24T00:00:00+00:00
- Author: Howard Lake

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.

The insert highlighted MAP’s response is through its main programmes of emergency
aid, caring for children, supporting women and promoting health.

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“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.

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