Jewish Care centres appeal on dementia
Howard Lake | 27 August 2007 | News
Jewish Care has launched a new direct response appeal with a message themed around dementia, a key issue for the charity.
The appeal needs to raise £1.5m to combat an operating deficit. The charity works with elderly and vulnerable people through community centres, residential homes and family carers’ support services throughout London and the South East.
Artwork for the appeal – created by Cascaid – centres on labelling and post-it note reminders like those commonly used by people with dementia. The labelling theme is carried throughout appeal materials, including pack envelopes, to reinforce the message of how debilitating dementia can be for subject and carer.
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DM packs target a carefully segmented audience of 14,000 warm supporters who have donated or volunteered before. Varied segment asks based on RFV selections range from £15 to £1,000 depdendent on past activity. Press ads within Jewish newspapers and regional synagogue magazines will build awareness and attract new supporters. A second phase reminder mailing will follow in September. The target for the appeal is £100,000.
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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.