St Dunstan’s tests new ‘blindness-led’ fundraising proposition
Howard Lake | 19 April 2010 | News
St Dunstan’s, the charity for blind and partially sighted ex-Service people, is testing a new ‘blindness-led’ fundraising proposition in a warm direct marketing campaign this Spring.
The campaign has been devised by direct-to-digital marketing agency TDA. It features the story of ex-Lance Corporal Steve Coates who has been left with partial vision after an operation to remove a tumour from his brain. Although his military background is acknowledged, the emphasis of the appeal is on his sight-loss and the practical support he has received from St Dunstan’s.
The campaign is designed to test whether supporters, or a segment of supporters, respond as keenly to the charity’s messages when they centre on sight-loss. Traditionally, the military background and achievements of beneficiaries has been the focus of fundraising campaigns.
Advertisement
“We know that many of our supporters want to donate to an organisation that helps people who have given on behalf of their country,” said Branka Young, Direct Marketing Manager at St Dunstan’s. “However, it is important that we learn more about the varied motivations of our donors, and this campaign will play an important role in enhancing our understanding.”
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.