Mayhew Animal Home: Charity appeal
Mayhew is a London-based animal welfare charity working to improve life for dogs, cats and people in London and internationally.
It relies on donations to deliver its vital services and so its quarterly appeal letters have to work hard. Getting the balance right between emotive and too hard-hitting was crucial and creating urgency was equally important. However, most important was understanding the audience who came to support the charity by different means and lend their support in various ways. Therefore four versions of the letter were written to account for each audience segment.
The uplift piece, donation form and outer followed the same principle.
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