Client: 

Children’s Hospices Across Scotland (CHAS) is an incredible charity offering support services for families of babies, children and young people with life-shortening conditions. This includes palliative care and family respite through their hospices, homecare services and hospital presence.

Challenge: 

The summer appeal fundraising direct mail pack, needed to acknowledge the impact the crisis might be having on the recipient. Whilst inspiring action to support families facing financial hardship along with the heart-breaking realities of a child with a life-shortening condition. It seemed one of the toughest times to ask for donations, but equally needed now more than ever.

Campaign: 

This campaign balanced new and established elements to catch attention while remaining familiar. A key decision was to create an immediate point of difference by using a white outer design rather than CHAS’s traditional yellow envelope. Another was to introduce an appeal name for readers to hold on to – something CHAS had never done before – with the ‘Cost of Living Crisis Appeal’.

Inside, readers found the familiar CHAS tone of voice with an emotional family story punctuated by calls to action. But this time, the message was emphasised end-to-end by the theme of the Cost of Living Crisis Appeal, helping to drive engagement and urgency.

Our use of eye-tracking software showed the key headlines and CTAs would grab attention and guide the reader through the story. Finally, the use of both a tear-off slip and a QR code offered simple paper and digital routes to engage with the appeal. Which people did, in their thousands.

Charities have found it difficult to ask for support in recent times. I’m proud of how everyone at Dragonfly worked with the client to design a fundraising pack that adhered to the client’s brand while making creative leaps that ensured it stood out from previous work. Based on the success of this campaign, we’ve since continued the creative journey with the CHAS winter appeal.

Jennifer Bailey
Dragonfly, Creative Director