Children’s charity launches hard-hitting campaign
Children’s charity NCH - formerly known as the Children’s charity- is launching its final direct mail campaign before rebranding as Action for Children.
The charity is unveiling a hard-hitting appeal using an illustrated pop-up storybook that follows the traumatic and sad life of ‘Emily’, which is eventually turned around with the help of the charity.
The drive, which is part of the charity’s CRM strategy, has been created by Tangible Response. Donors are being asked to support NCH’s Therapeutic Foster Care, which helped Emily turn her life around by providing stability and mentoring.
The appeal will target the charity’s loyal warm cash donors and collection box donors. It asks for a variable donation to help with a range of specific needs, such as a ‘moving in kit’ to help a young adult leaving foster care to become independent, like Emily.
Tangible Response managing director Paul Handley says: “NCH’s diversity allows us to spotlight key areas of their work, bringing something new and engaging to supporters each time we communicate with them. By using a real story creatively and interactively the appeal delivers core brand values as well as demonstrating exactly how the charity uses its funds. Real stories combined with great creative become powerful aids to successful fundraising.”
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