Plan UK
The Girls Fund story
Brief
Create a mailer to thank donors for supporting the Girls Fund initiative.
Challenge
To come up with an idea for engaging supporters without using a donation mechanic.
Solution
We took a step back and identified the audience’s motivation for supporting Girls Fund. What came through most strongly was a sense of affinity – so there was an opportunity for this mailer to reinforce and illuminate the connection supporters had made when they’d donated.
We came up with the idea of a message board, an interactive space where supporters could leave words of encouragement and inspiration and invite girls in Uganda to respond. We then used quotes from the Ugandan girls’ messages online to structure the print mailer.
Result
A genuinely integrated print and digital campaign which evolved a simple ‘thank you’ message into an emotional and relatable two-way dialogue. We were delighted to receive lots of positive client feedback – and importantly, to hit the target ROI of 3%.
We were delighted to receive lots of positive client feedback – and importantly, to hit the target ROI of 3%.
