Crusaid reports successful insert recruitment campaign
Howard Lake | 5 July 2004 | News
HIV and AIDS charity Crusaid has reported that its recent insert recruitment
campaign looks set to meet income targets for committed giving.
Developed by Burnett Works, the campaign aimed to raise £25,000 through committed gifts to support a pilot treatment project in South Africa which is successfully restoring people with AIDS to health and which the charity hopes will be replicated across South Africa.
Crusaid was testing both media and the insert format for this campaign. The
insert itself focused on mothers living with HIV and AIDS who need to survive in order to care for their children and was aimed primarily at women, who currently represent a growing proportion of Crusaid supporters.
In terms of media, different titles have generated contrasting response
rates; in some cases, the overall response has been high at over 0.1%. In others, the response rate is lower but the level of monthly donations (up to £50 per month) has been very high.
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Kathy Wilson, Appeals Manager at Crusaid, commented on the results: “Crusaid is absolutely delighted that the insert has resulted in some large donations to our work supporting parents living with HIV and AIDS.”
Burnett Works has been working with Crusaid for the past year on a number of
direct marketing and design projects, including a legacy campaign, Walk for
Life materials, major donor mailing and the charity’s annual report.
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.