# Crusaid reports successful insert recruitment campaign

- Link: https://fundraising.co.uk/2004/07/05/crusaid-reports-successful-insert-recruitment-campaign/
- Published: 2004-07-05T23:00:00+01:00
- Author: Howard Lake

HIV and AIDS charity Crusaid has reported that its recent insert recruitment

campaign looks set to meet income targets for committed giving.
Developed by Burnett
Works, the campaign aimed to raise £25,000 through committed gifts to support a 
pilot treatment project in South Africa which is successfully restoring people with
AIDS to health and which the charity hopes will be replicated across South Africa.

Crusaid was testing both media and the insert format for this campaign. The

## Advertisement

insert itself focused on mothers living with HIV and AIDS who need to survive in
order to care for their children and was aimed primarily at women, who currently
represent a growing proportion of Crusaid supporters.

In terms of media, different titles have generated contrasting response

rates; in some cases, the overall response has been high at­ over 0.1%. In others,
the response rate is lower but the level of monthly donations (up to £50 per month)
has been very high.

Kathy Wilson, Appeals Manager at Crusaid, commented on the results: “Crusaid is 
absolutely delighted that the insert has resulted in some large donations to our
work supporting parents living with HIV and AIDS.”

Burnett Works has been working with Crusaid for the past year on a number of

direct marketing and design projects, including a legacy campaign, Walk for

Life materials, major donor mailing and the charity’s annual report.

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