Smart Marketing 2016 Gold Award Winners.
Sometimes the simplest form of DM is the most powerful. A personalised, emotive letter, sent on the cusp of Christmas. Received near enough to Christmas to serve as a seasonal trigger, but not so close that the budget was already blown. And then an emotional lever. A plain white paper star, that invited the recipient to return it with a handwritten message, to hang on Barnardos’ tree. If you were going to return the star, a donation was going to accompany it.
And the results? A total ROI of 220%, a response rate that exceeded a very ambitious target, and a total raised of 33% in excess of target.