Insert
With this insert, we took up the challenge to help Emmaus recruit donors on a proposition that reflects the complex modern reality of homelessness, especially the hidden problem of sofa surfing.
With this insert, we took up the challenge to help Emmaus recruit donors on a proposition that reflects the complex modern reality of homelessness, especially the hidden problem of sofa surfing.
This was a brave decision by Emmaus to move the conversation on about homelessness when it's easy to rely on familiar images of rough sleeping. It certainly paid off, with results beating the two previous banker inserts.
We art directed a photography shoot, using an actor to capture stages of Leon’s journey from someone with nowhere to live to looking forward to a better future.
As well as using a longer copy approach we also introduced ways to chunk information down into bite-sized pieces, showing how one gift can turn lives around.
We art directed a photography shoot, using an actor to capture stages of Leon’s journey from someone with nowhere to live to looking forward to a better future.
As well as using a longer copy approach we also introduced ways to chunk information down into bite-sized pieces, showing how one gift can turn lives around.
Summer appeal
Is your DM getting 20% above target income? That is exactly what this back-to-basics, hard-working DM achieved.
Manilla envelope. Yep.
URGENT stamp. Check.
Lots of red. Absolutely.
The format we used was A3 folded to A4. This means the letter is just one side of A4. Straight to the point.
However, what's nice about this format is that it creates a big reveal when you open it up. Here we featured the charity's manifesto for action, plus the case study of Lawrence who was homeless on the streets but who got a fresh start thanks to Emmaus. He invites the supporter to join him in calling for change: 'to end homelessness, one person at a time.'
Is your DM getting 20% above target income? That is exactly what this back-to-basics, hard-working DM achieved.
Manilla envelope. Yep.
URGENT stamp. Check.
Lots of red. Absolutely.
The format we used was A3 folded to A4. This means the letter is just one side of A4. Straight to the point.
However, what's nice about this format is that it creates a big reveal when you open it up. Here we featured the charity's manifesto for action, plus the case study of Lawrence who was homeless on the streets but who got a fresh start thanks to Emmaus. He invites the supporter to join him in calling for change: 'to end homelessness, one person at a time.'
Summer appeal
This appeal is based around the theme of 'making': from Leighann's quote on the outer highlighting her belief that she might never have 'made it' without help from the supporter – making them central to the story – to the many practical skills that people at risk of homelessness can learn through the charity.
Part of the challenge of this appeal was balancing a positive portrayal of people experiencing homelessness with a strong sense of need, giving the donor a chance to 'make a difference' by helping more people change their lives around. The supporting case studies emphasise this story of transformation: 'Costi's life was out of control. Now he's building a future'; 'Rob survived on nettles. Now he's feeding others'; 'Mick didn't have a home. Now he's fixing roofs'. Ultimately it's all about helping people like Leighann 'make a new life'. The supporter benefits too, with a lift piece providing them with their own upcycling tips, activating a sense of reciprocity and encouraging them to give.
This appeal is based around the theme of 'making': from Leighann's quote on the outer highlighting her belief that she might never have 'made it' without help from the supporter – making them central to the story – to the many practical skills that people at risk of homelessness can learn through the charity.
Part of the challenge of this appeal was balancing a positive portrayal of people experiencing homelessness with a strong sense of need, giving the donor a chance to 'make a difference' by helping more people change their lives around. The supporting case studies emphasise this story of transformation: 'Costi's life was out of control. Now he's building a future'; 'Rob survived on nettles. Now he's feeding others'; 'Mick didn't have a home. Now he's fixing roofs'. Ultimately it's all about helping people like Leighann 'make a new life'. The supporter benefits too, with a lift piece providing them with their own upcycling tips, activating a sense of reciprocity and encouraging them to give.