Livability hands appeal creative work to Nick Couldry Ltd after ‘direct mail shootout’ pitch
Howard Lake | 22 August 2011 | Newswire
Disability charity Livability settled on a true direct marketer’s solution when they couldn’t decide between two pitch contenders They asked both companies to produce test creatives to be run against their cold mail control.
Both outperformed the control pack, the first agency by 34%, but Nick Couldry Ltd’s was the clear winner, by 176%.
Helen Deathridge, Livability’s Head of Individual Giving said: “We really liked Nick’s no nonsense approach and his ability to find a fresh angle on our work. Plus he’s super easy to work with. We’re looking forward to continuing the relationship.”
Nick Couldry commented: “I loved the way Livability managed this pitch. Producing competing mailpacks not only gave a hard measure of effectiveness, but also gave Livability creative learnings – plus the opportunity to see what working with both companies on a live project would be like.”
“Livability is a great charity and I am really looking forward to continuing a great working relationship with Helen and her team.”
For more information contact:
Nick Couldry 01494 876773
ni**********@bt*********.com
Helen Deathridge 020 7452 2000
HD*********@li********.uk
Notes for Editors:
Livability is about creating choices for disabled people rather than making choices for them. Livability believes that everyone should have the freedom to live their lives and use their abilities. With the emphasis on choice, independence and control, the charity offers residential care services, supported living, lifestyle choices projects and accessible holiday accommodation, plus a school and further education colleges. Livability works with thousands of disabled people and their families each year, throughout the UK.
Nick Couldry has over 20 years experience in charity direct marketing fundraising, working as a creative director at WWAV Rapp Collins (now RAPP) in the 1990s and charity specialist agency Whitewater for the past 9 years. In February he resigned from Whitewater and set up business on his own as Nick Couldry Ltd, offering charities a one-stop copywriting, design and artwork service.
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.