As part of our ongoing brand development for Refugee Action, we regularly work alongside the charity to produce a series of seasonal fundraising appeals, tackling topical and often contentious issues.
Mothering Sunday Theme
By highlighting the plight of Refugee mothers on Mothering Sunday – centring on the traumatic story of an Eritrean mother, Almaz, and how the charity has helped her and her children – recipients were faced with a compelling case with which they could identify as mothers, fathers, daughters and sons who were most likely looking forward to spending happy times with their loved ones on Mothering Sunday.
The idea of putting 6p from each donation towards buying a daffodil for refugee women throughout the week leading up to Mothering Sunday, presented a pleasant visual device we could thread through the mailing, which chimed nicely with the season while signifying hope and optimism.
Each printed mailer is accompanied by a related e-shot. We also design, code and test these digital mailings to ensure they are robust enough to work consistently across the many different email packages and devices, finally uploading them to Refugee Action's email marketing software for distribution.