Childline uses direct mail to boost gifts via SMS

Howard Lake | 28 May 2004 | News

Childline’s next direct mail appeal will encourage supporters to let the charity communicate with them via text.

The new campaign run by agency Bluefrog demonstrates how a leading charity is attempting to integrate its communications and fundraising activities. Few supporters will communicate with the charity exclusively online or via SMS, yet these media can be some of the most cost-effective for charities to use. So, the charity is relying on paper communications to increase the number of its supporters who are willing to let the charity communicate with them via their mobile phones.

The direct mail pack encourages supporters either to make a £3 premium rate donation by text or to register their details for further communications from the charity.

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Everyone who gives their details will be called on their mobile phone with a request that they upgrade to become a regular giver.

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.