Mencap direct mail case study

This October 2008 case study looks at the story behind Mencap's direct-mailed magazine, which aims to encourage the growth of legacy donations.

Rather than a simple letter or leaflet, the charity decided that the project warranted a more substantial mailing. A solution was found that provided a highly effective method of communicating a wide range of information – an eight-page full-colour customer magazine called Giving Times.

It was felt that an enjoyable and informative magazine – sent with a personalised covering letter – would encourage people to keep the mailing longer and consider the information more carefully, as well as share it with friends.

Its success means the magazine is now an established annual publication.