The National Trust, a charity that dedicates itself to managing and conserving some of Britain’s most iconic landmarks, had only 3 weeks to raise cash and prevent developers from acquiring a 700,000 square metre expanse of rolling chalk clifftops, which could have been altered beyond recognition.
When The National Trust approached Howard Hunt with this campaign, It was clear that time was of the essence. Having worked with The National Trust for over 10 years, Howard Hunt are familiar of the urgency and importance of speed and flexibility associated to such appeals.
Initially, Howard Hunt consulted on the most efficient mailing format for the charity, that would not only benefit from optimum speed to market but also comply with any budgetary constraints held. The campaign consisted of an inline produced mail piece, whereby a letter, donation form, BRE and outer envelope were personalised and finished in one process and out of one sheet of paper. Personalisation consisted of several letter copy options throughout which targeted individuals both by region and also fundraising potential. A total of 3 working days were used to manufacture the campaign, successfully releasing 400,000 mailpacks to both UK and oversea supporters.
Danny Clarke, Managing Director at Howard Hunt, comments: “I can confidently say that it is the combination of our stringent planning processes, vast manufacturing ability and sterling customer service that has led to the successful delivery of this project, which showcases our abilities to turn around high volume, complex campaigns under pressure. Our business offering is dedicated to supporting our customers achieve their goals, and am proud to say that The National Trust, along with the many other charitable organisations we work with, trust us to deliver on such worthwhile causes.
The National trust publicly announced and thanked the 17,500 generous supporters who helped to reach the £1million target on the 29th September, making it possible for them to restore the land to its rich natural heritage that has inspired so many over the centuries and making it possible for future generations to enjoy.
The National Trust’s lead Marketing Campaign Executive, confirmed the success of the campaign following the publishing of their success story on their website, and thanking Howard Hunt’s Account Management Team for their contribution:
“I just wanted to let you know that we hit our fundraising target for the White Cliffs appeal”. “I really appreciated all your help and really couldn’t have done it without your teams pulling out all the stops and supporting us. So thank you. “