NSPCC

A story of stoicism and renewal

Brief

Develop a direct mail pack to reactivate lapsed NSPCC supporters after a year like no other.

Challenge

It’s always a challenge to re-engage supporters who may have had good reasons for stopping their donations. They may feel undervalued or discouraged that their previous gifts weren’t considered enough.

At the end of 2020, which had seen so many people struggle financially – but also so many children facing more difficulties than ever before – the challenge was even greater.

Solution

‘Say ‘Yes’ to making 2021 a better year for children.’ Working closely with one of the NSPCC’s copywriters, we illustrated children’s continuing experiences of the pandemic – such as difficulties sleeping, not seeing friends, challenging home environments – to demonstrate the ongoing need for support.

We also developed ‘Yes’ stickers and an interactive response device, which enabled supporters to indicate not only their renewed financial support, but also their support in spirit if money was too tight.

Result

The pack was hugely successful, especially given the levels of infections and lockdowns at the turn of the year, nearly doubling the income from the 2019/20 pack.