Mental Health Foundation's direct mail pack mixes ask with campaigning
Howard Lake | 14 May 2007 | News
The Mental Health Foundation will pilot a new direct mailing campaign featuring both a fundraising ask and a call for its supporters to sign a petition to lobby the government for improved access to psychological therapies on the NHS. The combined approach in this month’s mailing is designed to engage donors more creatively.
The appeal has been developed with support from direct marketing agency Whitewater, and is designed to fundraise on the back of the charity’s involvement in the ‘We Need to Talk’ campaign, which is being led by a coalition of five mental health charities.
Russell Marriott, Director of Fundraising at the Mental Health Foundation explained the different approach: “Direct mail is not getting the results it once did and so charities are having to be much more creative. The pressure is on for us to retain our donors and keep them engaged – we believe that getting more donors involved in the key policy issues that affect them is one way of doing this. We know that the lack of psychological therapies available on the NHS is an issue of concern for many and so we’re tapping into that.”
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The mailing will hit doorsteps from 21 May 2007. Donors are encouraged to respond promptly as the deadline to sign the ‘We Need to Talk’ petition is 15 June 2007.
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.