The Children's Society
Freya's Story
Brief
Raise funds through a DM pack focusing on the support The Children’s Society provides for runaway children.
Challenge
Create a pack that was serious and hard-hitting but also Christmassy.
Solution
Using the voice of Ruth, a coordinator for the runaways service, we told Freya’s story candidly, using bleak and direct stock imagery.
Ruth’s authority, combined with the natural emotional appeal of Freya’s experience, led to a piece of communication that was authentic and exceptionally moving. We then used bright, modern Christmas illustrations in the lift pieces, which enabled donors to send personalised messages of support to beneficiaries.
Result
A delighted client and fundraising results that exceeded all expectations.
The response rate was 12.23% against a target of 10.50%, the average gift was up by £2, and the total raised was £106,796 – an increase of £17,451 on the target of £89.345.
The response rate was 12.23% against a target of 10.50%, the average gift was up by £2, and the total raised was £106,796 – an increase of £17,451 on the target of £89.345.
