The card landed on Valentine’s Day, achieving maximum impact. Despite being an additional request to donors on the database, the response rate has far exceeded the target having already reached 18% - and that’s within just five weeks of mailing and therefore at an immature stage. The average donation received is an unprecedented £31.18 – the highest GOSH has ever achieved - generating an ROI of 5:1. The call centre has even received calls to compliment the convincing Valentine’s approach – one respondent even commented that her husband was initially jealous when she received the card!