RAFBF: new connections

Challenge. To find new supporters for the RAF Benevolent Fund – urgently! With many supporters aged 75 and over, their database was declining.

Solution. As part of a full development programme, we tested a range of cold approaches to unearth people with an RAF connection – from mail to inserts to face-to-face activity at air shows. As well as asking people to donate, the creative offered people a chance to share personal memories and re-connect with the RAF family.

Results. On and above target. In fact, as the credit crunch kicked in, in October 2008, a cold mail appeal achieved 2.9% response rate.

Find out how we have helped Sightsavers and Samaritans with donor acquisition.