Help the Aged direct mail case study

A 2008 study of a Help the Aged campaign testing different mailings by sending a new design alongside a control pack and using emotive creative to secure donations.

A personally addressed card was sent out featuring a Christmas tree with only one ornament on it, reflecting the loneliness felt by some older people during the festive holidays. Inside was a tree resplendent with ornaments to convey that it’s always possible to rectify the situation and reconnect with older people at Christmas.

With a response rate of 13.8%, the card exceeded all expectations, and many people said they had been deeply moved by it. The card also prompted many older people to get in touch with the charity.