Why your supporters are wealthier than you expect. Course details.

St Dunstan’s tests new ‘blindness-led’ fundraising proposition

A sliver of a photo of coastline, with the quote from ex-Lance Corporal Steve Coates -
Photograph by ex-Lance Corporate Steve Coates.

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.

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Why your supporters are wealthier than you think... Course by Catherine Miles. Background photo of two sides of a terraced street of houses.

“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.”

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