Nine direct mail case studies from the fundraising sector in Ireland - big results and great ideas.

1. 9 Awesome Direct Mail Case Studies from the Fundraising and Not-for-Profit sector in Ireland anpost.ie/mailmedia

6. Women’s Aid - Joanna Not-for-profit: Women's Aid Agency: Ask Direct Campaign: Joanna The Challenge Over the last 5 years Women’s Aid has build a small but valuable donor database. However, acquiring new donors has continued to be a challenge, as there were limited funds available to invest in donor acquisition. Women’s Aid also lacked the immediate appeal and tangibility of most larger, mainstream charities. There was therefore a need to produce a donor acquisition piece that would overcome these challenges and deliver the maximum number of new donors for a limited budget. The Target Market The vast majority of Women’s Aid donors are women, so the acquisition targeted affluent women, aged 40+. As Women’s Aid’s profile is strongest in Dublin, the campaign was targeted specifically to Dublin.

9. ActionAid Ireland – Free your tax money Not-for-profit: ActionAid Ireland Campaign: Free your Tax Money Agency: Acorn Marketing The Challenge ActionAid Ireland has almost 4,000 child sponsors, who all donate at least €252 a year to sponsor a child abroad. The tax value that can be claimed back on this donated amount is at least €175. This is worth almost €1,000,000 which is a significant amount of revenue for ActionAid. To claim the money back ActionAid need their donors to fill out a form, add their signature and post it back into ActionAid. It sounds relatively simple, but it is still a huge challenge for charities and remains their single biggest potential loss of income each year. In 2009, ActionAid had 32% response rate; the challenge for 2010 was to drive up this performance to 40%. The Target Market 3,964 donors of ActionAid Ireland who had donated over €250 in recent years.

12. Bóthar – Bee my Honey Not-for-profit: Bóthar Campaign: Bee my Honey Agency: Spark Marketing The Challenge Fundraising is an increasingly challenging time with more and more charities looking for a share of market. The Target Audience 25,000 existing donors

15. Irish Cancer Society – Garden of Hope Not-for-profit: Irish Cancer Society Campaign: Garden of Hope Agency: DirectBrand The Challenge The Irish Cancer Society is one of Ireland’s best know charities and Daffodil Day is its flagship fundraising event of the year. While the primary vehicle for fundraising for this day in previous years has been street collections, as part of a Direct Mail fundraising programme launched in late 2008, the campaign sought to bring a new dimension to Daffodil Day that would leverage the strengths of direct mail while creating deeper and more effective levels of engagement. The Target Market The target was a ‘warm’ list of 20,000 contacts who have given to or supported the Irish Cancer Society in the past. This included cross section of regular donors, cash givers and lapsed donors.

21. Concern – Haiti Emergency Appeal Not-for-profit: Concern Campaign: Haiti Emergency Appeal The Challenge On 12th January a massive earthquake hit Haiti – up to 200,000 people lost their lives and hundreds of thousands more Haitians were left injured and homeless. The challenge was to raise €1 million from an integrated fundraising campaign in Ireland for the emergency response The Target Market 130,000 existing Concern supporters were mailed, segmented based on recency, value and donation type.

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