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 spring fundraising direct mail pack targeted WARM supporters, who not only knew about CHAS but had also been in receipt of the last three fundraising packs over the past 18 months. The Spring appeal needed a new focus to grab attention.

Working alongside the CHAS fundraising team we identified through support analysis, a sector of vital services  not widely known amongst supporters; CHAS at home service. This offered a new focus for a Spring Appeal.

Campaign: 

We recommend a square format and new design approach for the pack to maximise stand out and grab attention from the saturated target market and highlight this as something different to previous packs.

Inside, readers found the familiar CHAS tone of voice with an emotional family story punctuated by calls to action. Using a ‘map’ fold, we created a layout around an A3 fold out, that when opened, gave the content a dramatic impact. We heavily increased localisation and personalisation compared to previous mailings, and introduced additional lower prompted giving amounts.

Eye tracking

We used eye tracking technology to ensure our designers were able to place imagery in the right locations to work alongside adjacent copy. The results revealed just how large scale the appeal logo needed to be to grab attention. Placement of the QR code was also key and by using eye tracking we made sure this was also placed in the most effective position.

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.