This summer’s pitch-winning concepts for the Royal Air Forces Association helped us secure our first fundraising brief for this fascinating membership organisation. Although their cash appeal mailings to members already deliver impressive returns on investment, we were tasked with seeing if we could improve
response with a new appeal focusing on their befriending
service for lonely veterans.
Of all the membership organisations we work with, few show the same sense of solidarity and sense of belonging that comes with being part of the RAF Family. However we felt there was still more room to make that sense of duty and ‘Standing Together’ central to their proposition. Over and above this we also wanted to be far more specific about a) why a donation was needed b) what a donation could achieve c) who a donation could help.
We decided that John and Betty Brock were not the only heroes in this piece. Their befriender Nicky Loveday also had a vital part to play in the story. So after Nicky agreed to talk to us direct we discovered the story had far more depth, and emotional resonance than we could ever have hoped for. Through the power of simple story-telling we managed to deliver a powerful, compelling appeal for which our hopes are flying high.
“The campaign exceeded our expectations,
performing around 34% above target.”
Direct Marketing Manager,
Royal Air Forces Association