We'd previously enjoyed great success through making simple (yet clever) solutions consisting of a letter - and we wanted to keep that approach. Having a letter arrive already opened, taped back shut and stamped by the Department of Corrections, really stands out. Just look at the result.

We wanted to reach out to previous donors and inspire empathy for children with a parent in prison, thereby increasing the likelihood of them donating more.

Our goals were ambitious, since we'd previously managed to break record after record raising money with the simple, yet clever, letters. Still, we surpassed the previous years results by 50%. 13% of the recipients responded with an average donation of 247 SEK.

The fact that letters from children to parents in jail are opened and read, is just a small part of a large problem. But it is also a clear and immediate way of communicating an intense emotional suffering. When you achieve this, donations are bound to follow.