NSPCC: WE NEED YOU

For years, NSPCC has sent out large mailings with free pens, pages-long case studies of children’s suffering, and oddly troublesome donation forms. And they’ve had huge success. But every once in a while, their supporters suffer a general malaise having read so many stories of abuse, accompanied by obligatory photos of sad-looking children with large, doleful eyes. And so, occasionally, donations will drop off.

Our challenge was to create cut-through, reinvigorate a drooping audience and raise money. So with a limited budget, we created a simple pack with punchy imperatives, short, hard-hitting stories, and child-friendly illustrations. We also added a pledge, written in the first person, to reinforce the life-changing significance of giving money.

The donation conversion rate was 14% higher than the challenger pack and 24% higher than the control. Sometimes less is more.