The big ideas are usually the simplest.We decided not to send a card.A hand-written (laser printed) message explains it all:'If we could afford to send Christmas Cards, we wouldn’t be asking for donations.'Beneath was the NABS number which the recipient could then call to make a donation.

We didn’t expect a huge amount of response from this 'Christmas Card'. However, we did know that it was dropping on the same week as a very important letter from the Chairman of NABS, inviting agencies to the biggest charity event of the NABS calendar – a charity dinner to be held in February.The response to that letter, following on from the teaser 'Christmas Card', was phenomenal.All 80 tables at the charity event were sold at £2,500 per table, which meant that, during the week of the Christmas Card mailing, NABS raised an amazing £200,000.