Camphill Family raise over £1 million with Christmas Appeal
Howard Lake | 7 March 2007 | News
The Camphill Family has raised over £1 million and achieved an overall response rate of 27% to a Christmas appeal developed by incumbent agency Burnett Works.
The appeal aimed to help restore and expand a family home for people with special needs and was targeted at 75,000 existing donors. To date, £1,123,000 has been raised, equating to a return on investment of around 13:1.
The database was split into 26 segments to ensure that donors’ individual preferences and interests could be addressed directly. For instance, 50% of the file choose to hear from The Camphill Family only at Christmas, while another 10% have previously indicated that they prefer not to be asked directly for a donation.
Creatively, the mailing embodied the highly personal, yet understated, style that Burnett Works has developed for The Camphill Family over recent years. This distinguishes the pack from many other charity mailings which often take a more corporate approach.
The focus of the pack is on the ordinary, family nature of the home with images that are likely to resonate with the audience as familiar to their own family life. The covering letter conveys a personal appeal, not from a chief executive or paid employee, but from someone who has dedicated his life to working with people with special needs in a voluntary capacity and who knows the appeal’s beneficiaries as friends and individuals.
more: www.burnett-works.com
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.