This new campaign introduces supporters to Scope Inclusion – a service provided by Scope to enable disabled people to become part of the community.
It uses a real-life story of four-year-old Amelia who has cerebral palsy and needs 24-hour care and her mother Angela. Scope Inclusion now provides nursing staff through the night, one day a week and every other weekend to support Angela and to give Amelia a happier, more fulfilled life.
The campaign, designed by dm agency Flourish, is targeted at Scope’s entire warm supporter base. Warm cash supporters will be sent a direct mail pack encouraging them to send messages of support to disabled children by writing on the back of one of a set of paper chains included in the pack and returning it with a donation.
The chains will be linked together to create a giant paper chain that shows support for all disabled children at Christmas.
A test email campaign for supporters on the database who historically do not respond well to direct mail such as face-to-face or door-to-door recruits. This encourages supporters to click through to a ‘virtual’ paper chain area where they can complete a message of goodwill.
Committed givers will receive a Christmas card thanking them for their support and prompting them to go online and add a message to the paperchain.