When YMCA England & Wales shared their bold vision to develop 10,000 new affordable homes over the next five years for young people in economically deprived areas, they tasked us with creating their first-ever mid-value cash appeal.
The objective was clear: we needed to increase the response rate and average gift of existing mid-value supporters, while simultaneously inspiring new prospects.
To achieve this, we decided to turn the traditional charity appeal on its head. Instead of a standard donation ask, we treated the campaign like an investment opportunity. Tapping into modern crowdfunding language, we framed the appeal as an invitation to ‘kickstart’ these 10,000 homes using neglected, unused buildings.
We wanted donors to feel they were making a tangible investment in ending youth homelessness, offering them a clear, honest plan showing exactly how their support would make this broader vision possible.
Bringing this ambitious proposition to life required a highly sensitive and ethical approach to storytelling. We conducted in-depth interviews with vulnerable young people, working closely with YMCA to navigate the complexities.
What we did
- Direct Mail
- Letter
- Lift
- Response device
For instance, when our lead case study had to pull out of the appeal unexpectedly, our tight collaboration allowed us to quickly pivot to an alternative storyteller without losing any campaign momentum.
The resulting direct mail packs were bold and direct, featuring rallying cries like “Will you help kickstart 10,000 futures?”. By focusing on giving young people the opportunity to put down roots, we successfully translated YMCA’s complex, large-scale ambition into a tangible, inspiring case for support.
The response from supporters was phenomenal. The appeal smashed its target in its very first burst, raising almost £120,000 against an initial £85,500 target.
Beyond the immediate financial success, the campaign provided YMCA with actionable evidence of what truly resonates with their mid-value donors. This gave the charity a proven, market-tested framework for pitching complex housing investments to major donors, corporates, and trusts in the future.
