Lettie appeal
Overview
Claire was commissioned to write a direct mail fundraising letter and response device.
Client
Mary’s Meals
Year
2026
Contributors
Senior Creative Copywriter
Key briefing facts
A multi-channel fundraising and stewardship campaign centred on a new Mary’s Meals feature film, ‘Lettie’.
Claire was asked to write a letter to supporters from Lettie.
Like the feature film, Lettie’s letter would share her story and how Mary’s Meals supported her to leave poverty behind for good. As signatory, Lettie herself would review and approve the copy.
Two versions were required: a stewardship letter that thanked for support, and a fundraising letter that asked for support.
The core sentiment of the brief was to evidence how school meals can kickstart lasting change for children living in poverty.
Claire was briefed to deliver copy for a 4pp A4 letter and 2pp response device.
Design undertaken by Mary’s Meals’ in-house designer.
Process
Claire’s process included:
Meeting with commissioning team to gain audience insights, campaign background and brand guidance to inform engaging and cohesive copy.
Assembling Lettie’s story by extracting quotes and content from the film, ‘Lettie’.
Observing and reflecting Lettie’s opinions, mannerisms and phrasing to bring authenticity and truth to copy.
Crafting headline messaging, page breaks, pull boxes and key asks.
Incorporating stakeholder feedback.
Proofing iteratively to achieve sign-off.
Outcome
After four weeks, the letter raised £41,000—a 28% increase on the previous year’s September mailing at the four-week point. When we last spoke, the team were confident that they’d smash their eight-week income target of £45,000.
“Claire’s words were a huge part of our appeal’s success—we can’t thank her enough!”
“Claire truly brought our direct mail pack to life with her thoughtful, impactful and always ethical storytelling. She took our legacy story and transformed it into a wonderful letter that read like a dream and resonated massively with our supporters.”
Jenna Robertson
Supporter Marketing Officer, Mary’s Meals UK