Pick a side
Brief: Deliver a Christmas appeal across direct mail, digital and email to raise £207,000 of unrestricted donations from existing supporters.
Across the charity sector, cash appeals are struggling; a combination of external events and changing fundraising behaviours have led to a steady decline in performance over the last decade (with small a lift during lockdown).
Could we buck the trend?
The news cycle in 2025 was dominated by conflicts in Gaza and Ukraine, along with rising tensions in the UK over immigration. I wanted to lean into how Save the Children’s audience were feeling: that those who believe in fairness and compassion can’t stay silent. We can’t accept that war is just ‘sad’ or ‘complicated’ - as we’re constantly told - and it’s time to do something about it.
That’s where ‘Pick a side’ came from. I was warned it was bold, that we’d get some kickback on social media. But I’m a firm believer that to stand for something, you have to stand against something. Here’s the main DM pack, which includes a ‘leave-behind’ bookmark - something we’ve learned increases the chance of giving builds brand recognition:
We also adapted the pack for our mid-value audience (donors who give between £500 and £10,000 a year). It was backed up with an integrated email journey, social activity and a reminder letter that ramped up the urgency:
Result: ‘Pick a side’ was Save the Children’s best performing unrestricted appeal since 2020. It raised £120,000 within two weeks of hitting doormats and inboxes, and smashed target by raising £233,000 by the end of the year.
Only time will tell if its success was an anomaly. But it shows that if you talk to supporters about the things they’re already thinking about, and find a compelling call to action, there may be life in DM yet.