St Dunstan's appeal reaches £1 million
Howard Lake | 24 March 2004 | News
St. Dunstan’s, the charity for blind ex-servicemen and women, has raised over £1 million in a single appeal for the first time.
The charity’s Christmas appeal’s target was £789,550, so it has surpassed it by almost 30% and still has six weeks left to run. The response rate amongst St. Dunstan’s active donors currently stands at 45%.
The appeal to the warm donor base is the first launched by St. Dunstan’s Head of Marketing, Rosemary Cottrell, along with their newly appointed agency, Cascaid.
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Alan Clayton, MD of the Cascaid Group and creative lead on the appeal explained the reasons for the success. “We used a motives-based analysis of previous donor behaviour”, he said, “to create a proposition and appeal which was driven by the different needs of different segments of donors. For many, this meant returning to the key messages they responded to at point of acquisition. This obviously worked – even the lapsed segment responded at 12%.
“For other segments, the messages reflected a close link with the services and a very close relationship with St Dunstan’s itself. A very personal appeal from the President of St. Dunstan’s (himself a blind ex-Serviceman) has performed particularly well to the High Value Donor segment.”
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.