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Appeal mailings - the Crisis Open Christmas campaign
This mail campaign aimed to raise over £100,000 for Crisis, a London-based charity for homeless people, and attract 5,000 new donors.
The appeal was mailed to a mix of prospective supporters – some names were sourced from commercially supplied lists, some were supplied by other charities on an exchange basis and some were gathered from the charity’s own lists of volunteers and previous givers who had not made a donation for more than five years.
The mailing dropped on the doormats when the Crisis campaign was also in the newspapers and on TV.
It asked supporters to send in a personal Christmas card for a homeless person. The cards were given out to people arriving at the shelter - they contained all the basic information that they needed to find their way around the shelters, as well as a greeting.
More than 2,000 cards were received, and the campaign beat its targets, bringing in £178,000 and more than 8,000 new supporters.
Crisis website
