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.
In a push for sustainable long-term funding to grow their vital at-home care services, CHAS wanted to call on their highest band of donors to commit to a significant fixed annual contribution. However, having already made sizeable individual donations over the years, it was crucial to protect these valued relationships while respectfully asking them to make another, even greater gesture of ongoing support.
With CHAS celebrating its 30th anniversary, the campaign took the form of an invitation to join an exclusive group of high value donors – The CHAS 30 Club. Our design team introduced a mail pack format that CHAS has never used before, ensure the campaign was unlike any call to donate this audience had ever received. Inside, an easily digestible 6-page roll fold leaflet design was selected, with a tear-off form and BRE, to ensure an effortless reading and sign-up experience.
The highly personalised letter opened with deep gratitude regarding the reader’s previous generosity. This was followed by emotive storytelling and a compelling call to action tailored to a reader who has the power to single-handedly make a difference in people’s lives. And for those incredible people who committed to joining The CHAS 30 Club, their personalised journey continued with a handwritten letter of thanks and telephone call from the CEO of CHAS.