It is difficult to inspire potential donors to give to research projects. They are perceived as too abstract, with no instant or quantifiable benefit. So we turned to the behavioural sciences to find a compelling way forward and pinpointed visualisation as a potentially powerful emotional trigger.
By showing how small the gap was between suffering and cure, and by showing it in a deeply human way, we brought the research to life. A child’s hand reaches out to an adult’s, creating a direct connection between donor, hospital and children. The letter contained a passionate personal appeal from a lead scientist.
By making everything tangible, human and measurable, we met the very tough targets that had been set. More than that, we exceeded them by an average of 15% across all metrics. From response rate to income generated to ROI, this campaign was deemed a massive success.