TDA creates new direct activity for St Dunstan's
St Dunstan's, the national charity providing lifelong support for blind and seriously visually impaired ex-Service men and women, is targeting donors with a range of direct marketing activity.
Cheltenham-based agency TDA has devised highly-tailored propositions and creative executions intended to increase donations from 'warm' donors and boost interest among 'cold' audiences.
Activity will include direct mail, door drops and inserts.
The work marks a step-change in St Dunstan's approach to direct marketing as it explores new initiatives and tests contemporary versus more traditional executions.
Existing donors will be invited to offer a message of remembrance and support as part of a ‘flag planting’ ceremony the charity is holding in November, to mark the 90th anniversary of the end of World War I. The mail pack includes a flag that can be inscribed with a personal message and returned to the charity with or without a donation.
Creative executions for 'cold' audiences focus on younger people who have suffered sight problems after serving in the Forces, as well as World War veterans.
Jamie Taylor, senior account director at TDA, said: “St Dunstan’s has undertaken a significant shift in focus with these campaigns, and we are confident that they will work powerfully to generate income.”
Inserts will appear in Spectator, The Week, The Oldie, History Today, BBC History, Who Do You Think You Are, The Lady and Radio Times.