Print Worx Brings the Spirit of Christmas to the Animal Health Trust’s Donations Appeal

 

Case Study

Christmas is a time when many people get pets as gift, and sadly many are abandoned soon after. This makes it a poignant time for the Animal Health Trust, a veterinary charity dedicated to the health and well being of common pets, to engage with new and existing donors.

The charity asked Print Worx to help devise a campaign that would stand out among the daily pile of seasonal post and encourage recipients to embrace the Christmas spirit and make a donation.

A Christmas format that will maximize response

In print there are countless ways of designing a campaign so that it engages with prospects in a way that is both different and resonates.

Instead of its usual 6 page A4 newsletter, we recommended that Christmas was the perfect time to send a traditional 250 micron card. This would increase open rates and readership as it presents the least friction to what messages recipients are opening and reading at that time of year. It would also give the campaign a personal, rather than commercial, feel. The card was printed in full colour with a 100% varnish for heightened visual impact.

Making it easier for recipients to donate

Along with the card, we sent an A4 letter and donation form, printed in full colour on FSC approved 100g white offset. The response envelope carried a Freepost address.

As it was Christmas, it was also the perfect time of year to send a catalogue so that recipients could buy gifts for friends and family and donate to a worthy cause at the same time. The catalogue had a particular emphasis on imagery and product shots to create impact and maximise the return from donors.

The final touch was that the outgoing C5 envelope was overprinted with a short, personal message from the Trust’s chairman to introduce the fundraising appeal.

To push the response rate and profit generated even higher, we had the client’s database cleaned to remove gone-away and deceased addresses and updated it with targeted new customers.

The most successful Christmas campaign ever

The change proved to be the best ever Christmas appeal for the Animal Health Trust.

Beth Thompson, Communications Director for the Animal Health Trust, said, “The response to this campaign has been incredible. We are now receiving responses from the mailing. The pack looks fantastic! We are so pleased with the advice and support Print Worx provided, especially with explaining the technical aspects of the campaign. We look forward to rolling out the next one very soon.”

Allow Print Worx to increase responses to your campaigns. We are always happy to listen to your needs and discuss some magic.