Jewish Care‘s Post-It note campaign won the Direct Marketing Campaign award at last week’s Third Sector Excellence Awards.
The campaign aimed to raise £150,000 and was launched around Rosh Hashanah, the Jewish New Year, when Jewish giving is traditionally concentrated and when other Jewish charities launch appeals.
Working with values based marketing and communications specialists, The Good Agency, Jewish Care sent a warm direct mail appeal, supported by a “highly targeted and relatively low cost” press campaign in local Synagogue magazines and other Jewish press followed by a reminder mailing six weeks later.
The Good Agency’s creative strategy focused on the earlier stages of dementia, when carers are encouraged to place Post-It notes on everyday objects as a reminder of what they are. This provided a strong visual image to work across different elements of the campaign.
The campaign received more than three thousand donations, with an average value of £60 and return on investment of 6.9:1, passing the financial target by more than a third.
The Good Agency Account Director Micky Stemmer said: “We have had feedback which shows the appeal helped carers to feel they are not alone and this is what makes it all worthwhile. One Rabbi was moved enough to write and congratulate us, describing the ad as one of the most attention-grabbing pieces ever to run in the synagogue.”
By Howard Lake, U.K. Fundraising; posted with permission.
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