# Camphill Family raise over £1 million with Christmas Appeal

- Link: https://fundraising.co.uk/2007/03/07/camphill-family-raise-over-1-million-christmas-appeal/
- Published: 2007-03-07T00:00:00+00:00
- Author: Howard Lake

The Camphill Family has raised over £1 million and achieved an overall response 
rate of 27% to a Christmas appeal developed by incumbent agency Burnett Works.

The appeal aimed to help restore and expand a family home for people with special
needs and was targeted at 75,000 existing donors. To date, £1,123,000 has been raised,
equating to a return on investment of around 13:1.

The database was split into 26 segments to ensure that donors’ individual preferences
and interests could be addressed directly. For instance, 50% of the file choose 
to hear from The Camphill Family only at Christmas, while another 10% have previously
indicated that they prefer not to be asked directly for a donation.

## Advertisement

Creatively, the mailing embodied the highly personal, yet understated, style that
Burnett Works has developed for The Camphill Family over recent years. This distinguishes
the pack from many other charity mailings which often take a more corporate approach.

The focus of the pack is on the ordinary, family nature of the home with images 
that are likely to resonate with the audience as familiar to their own family life.
The covering letter conveys a personal appeal, not from a chief executive or paid
employee, but from someone who has dedicated his life to working with people with
special needs in a voluntary capacity and who knows the appeal’s beneficiaries as
friends and individuals.

more: www.burnett-works.com

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