Gothenburg homeless appeal direct mail case study

Battered, rain-soaked, crumpled at the edges…this piece of direct mail exactly mirrors the subject matter: the homeless. Created by GOSS, it was sent out by Sweden’s Gothenburg Homeless Aid charity last Christmas, the time of the year when our mail boxes are swamped but also when we're most receptive to helping those less fortunate.

The accompanying letter starts: 'Sorry if this letter is a bit scuffed – it has spent the night outside'.  It goes on to explain what a donation will provide for the homeless.

The pack saw an increased level of donations from the previous year with 22% of recipients donating an average of €29. The campaign raised €163,000 in total.