Appearing to be produced in-house, the pack arrives in a plain Jiffy bag with real stamps. This immediately suggests intimacy, authenticity and relevance. A 'piggy-back' label encourages responders to reuse the packaging, minimising wastage. The key item is a short video showing rarely seen footage of snow leopards in the wild. Simple supers reinforce the overall message. We explain that the video only cost £1 to produce and ask for its return, encouraging response and thus boosting donations.Personalisation: the pack is hand-stamped and signed, refers to previous donations, and the response number is the sender's direct line.

The campaign achieved nearly 40% donation response rate and an ROI of 5.85, shattering expectations and income targets by 170%. The use of a video as a response device was very successful with the highest response achieved to date, while the inexpensive follow-up letter alone managed an ROI of 9.53.The involvement of members (CRM objectives) has clearly been achieved – on top of donations, hundreds sent back videos, phoned in with thanks and even sent Leila (the signatory) Christmas cards!More than 50% of all videos were returned; they were recycled along with the Jiffy bags.