Many of our audience were immune to messages (some might have received 20 'asks') filtering out those looking like those they received before. They are likely to respond to visual stimulus, unlikely to respond to long copy. Our idea was to be honest and upfront with our donors. We needed to communicate that the time for waffle and meaningless marketing platitudes was over. The creative execution ensured the mailer got ‘under the radar’ and was not immediately dismissed. Inside, the letter was simply a blank sheet of paper, and they are directed straight to Chloe’s story.

The Chloe Letterless Pack beat the existing control. In fact it trounced it by being 20% more responsive than the control. Overall the campaign raised £187k more net income than forecasted and achieved a response 80% higher than the equivalent upgrade the previous year. Anecdotal feedback from donors reaffirmed that we had exceeded all expectations by changing how they thought of the NSPCC and how they appreciated the honesty of approach.