Salvation Army Night Before Christmas
Watson Phillips & Norman
The team
John Eversley, Bob Nash, Alison Meredith, Zoe Hewitt, Rob McWilliam, Polly Jones, Mick Eglinton, Arno Meddleton.
How did the campaign make a difference?
Telling a real story to existing supporters as close to Christmas as possible but waiting until 26 November paid dividends for the Salvation Army: a massive 22% response. This single mailing raised £4.4 million, gained a response rate of 22% and an ROI of over 20.
What details of the strategy make this a winning entry?
This mailing was about contacting the right people at the...