Winter appeal
Overview
Claire and Rebecca were commissioned to develop and deliver a direct mail fundraising pack.
Client
Christian Aid
Year
2025
Contributors
Senior Creative Copywriter and Senior Creative Designer
Key briefing facts
A planned appeal to encourage supporters to give between Christmas and Christian Aid Week in May.
The brief asked us to present climate-related humanitarian emergencies that have been largely overlooked by the global North’s media.
The brief required us to motivate individual givers to donate. Inspiring them with both a sense of personal duty and collective action.
We were briefed to deliver a mailing pack consisting of an outer, BRE, tri-fold lift device and letter in two versions (4pp with detachable A4 response device and 2pp with detachable DL response device).
Process
Our comprehensive process included:
Appraising the brief and suggested stories to identify opportunities and challenges.
Proposing headline messaging, distribution of content and articulation of key asks.
Sourcing supporting statistics.
Incorporating stakeholder feedback.
Drafting copy and designing scamps to secure approval for final direction.
Producing an outer, lift device and two versions of the letter.
Proofing iteratively to achieve sign-off.
Preparing print and digital files.
Outcome
During its phased first run in January 2025, the pack raised more than £175,000. In 2026, the content was renewed for a second run, testimony to the success of the concept, messaging and design.
“It was wonderful getting to work alongside you both and learn from you.”
“I want to thank you both so much for all your hard work on the Winter appeal. I know the project had challenges but I so appreciated your adaptability and willingness to keep pushing the project forward. Your brilliance has resulted in the project staying on time but still at such a quality level. I look forward to seeing the results of the campaign!”
Helen Farrington
Individual Giving Retention Officer, Christian Aid