It’s that time of year again. Christmas is fast approaching and, following on from our roundup last year, we thought we’d take another look at some festive direct mail campaigns that we really liked, or that performed really well.
So read on to find out why these are some of our favourite Christmas DM campaigns…
Traidcraft – Christmas 2012 Appeal
This campaign marked Consider Creative’s first time working with Traidcraft, the UK’s leading fair trade organisation.
The campaign focused on fair and just trade for farmers in Bangladesh, and the theme was Traidcraft’s “Golden Fibre” project, which helps farmers get a fair income for their work. It told a personal story of one farmer involved and how he was able to provide education for his children by selling his crops through a co-operative after he joined the project. This gave supporters a real insight into how their donations could help.
In keeping with the “Golden Fibre” theme, the pack had a clean and bright look, and featured religious sentiments to appeal to the organisation’s largely Christian supporter base.
As a result it had a response rate of over 7% and exceeded its targets.
Battersea Dogs and Cats Home – 2011 Christmas Mailing
As the saying goes, a dog’s not just for Christmas, so it stands to reason that a charity dedicated to helping dogs (and other animals) would tug at the heartstrings with their DM campaigns.
The pack contained wrapping paper, gift tags and cards, all featuring images of some of the animals from the home. It also contained a calendar, which provided images and information about the animals that Battersea Dogs & Cats Home has helped, showing the recipients of the pack exactly what their donations could achieve.
As a result of this, the campaign became the home’s first campaign to reach half a million pounds (with Gift Aid), and exceeded its target ROI by 70%.
Mind – Christmas 2016 Campaign
The mental health charity worked with Consider Creative on this campaign, which ran over Christmas 2016. They wanted to create a campaign that told a personal story, and they did this by reaching out over Facebook. Thanks to this, they found Caitlin, whose story is the focus of the DM pack.
The pack includes Christmas cards designed by Caitlin herself, a leaflet about how Mind helped Caitlin over Christmas in 2015 (presented as a diary) and cards for the recipient to write messages of support to people suffering from mental health problems.
By using this personal touch and giving donors a tangible insight into where their donations go, Mind exceeded their donation target by 32% and online donations rose by 16%.
Emma Bridgewater Targeted Personalisation
This DM campaign, run by Emma Bridgewater Homeware, working with Romax, was a resounding success in terms of improving ROI.
It was a targeted, personalised campaign that involved a colour postcard with the customer’s first name digitally mapped onto an Emma Bridgewater mug. The postcard was sent as a trial and was so successful that the company decided to produce their next catalogue using the same format.
As such, the 30-page brochures went out with personalised covers, generating interest on social media and an increase in percentage sales. ROI improved by 25%.
Alder Hey Children’s Hospital – Christmas 2014 campaign
Like many charities, Christmas is a big fundraising period for Alder Hey, and to achieve the stretch target they set themselves at Christmas 2014 – to generate more income from fewer donors – they took a different approach to previous years.
By cleaning up their database and segmenting the remaining givers, Alder Hey were able to target their requests for donations. The pack they sent out told the story of Grace, a little girl with incurable heart disease. Like many campaigns on this list, it told a personal story. This was supported by a letter from Grace’s godmother – a very personal request that the hospital hoped would resonate with donors.
The pack also contained a paper bauble with space to write a message to the children spending Christmas in the hospital. The baubles were then hung round the wards for the children to enjoy.
The end result was that donations were up 56% on the previous year.
More info here: http://www.mailmen.co.uk/sites/default/files/Alder%20Hey.pdf
Smart – “Little Gifts”, 2010
This was a DM campaign that Smart ran in Canada in 2010. It consisted of a series of “little gifts”. These gifts took the form of Christmas decorations, from tiny tinsel to itty-bitty baubles and were sent to Canadian Smart car owners.
We can’t find many stats about how well this performed for Smart, however we just thought it was a really cool idea. The campaign did win a Bronze Award at the 2011 Clio Awards, celebrating achievements in advertising.
More info here: http://clios.com/awards/winner/8981