In late 2023, the British Red Cross faced challenges like never before. Rising costs and a surge in global crises were placing an unprecedented strain on their ability to respond effectively to emergencies, both at home and abroad.
In a tough financial climate, they needed a powerful Q4 mailing campaign to galvanise supporters to dig deep – and help the charity carry on their lifesaving work.
To get to our concept, we posed a straightforward question to their Financial Director: what keeps you up at night? The answer? That, without support, the Red Cross’s struggles might put a limit on kindness. A cap on humanity.
This stark prospect formed the basis of the entire campaign. On a minimal dark outer, a message read: “In humanity’s darkest hours, money shouldn’t matter – but today it does, and we need your help.”
Inside, a stark 2-page letter from the Financial Director shared the charity’s struggles, including the personal anxiety this was causing: “Every time we respond [to an emergency], I look at the numbers and feel myself tense… I’m wrestling with the dreadful possibility that we might not be able to reach people when they need us the most.”
We made sure the letter didn’t shy away from the tough realities of 2023, but we also stayed empathetic – recognising that many supporters were facing their own challenges.
The campaign inspired remarkable generosity, surpassing targets across every key metric and earning a nomination in the DMA Awards Mail category.
The campaign generated £1.15 million in gross income, far exceeding the £670k goal, with an impressive ROI of £17.32 (vs. £11.21 target). A high average gift of £41.63 (vs. £32.51 target) contributed significantly, defying market trends as many charities found supporters tightening their belts.
Most importantly, this remarkable campaign reinforced the enduring connection between the British Red Cross and its supporters, raising money that helped the British Red Cross continue its lifesaving work throughout 2024.
