A Heartfelt Direct Mail Campaign to Boost Support for Hospice Lottery

Keech Hospice Care

Creative Design & Direct Marketing

Introduction

Our client is a provider of hospice care and support for children and adults living with life-limiting illnesses in Luton, Bedfordshire and Milton Keynes.

Keech Hospice Care need to raise around £7 million annually from their supporters, and appointed our team of creative design and direct marketing experts to help give their lottery fundraising campaign a boost.

The Brief

Keech Hospice Care runs a lottery, raising vital funds for their organisation. The charity came to us in 2023 requiring an updated version of their hospice lottery direct marketing mail piece, in particular their Partially Addressed Mailer (PAM).

Their goal was to encourage uptake of their lottery with potential supporters in the local area. These would be people who would be aware of the hospice, but who don’t already actively engage with them.

We were commissioned by the charity to provide the target data, and also to design all of the mail pack components to be used in the campaign.

The Design

We advised on a new format – an A4 letter with a reply form on the reverse. The letter also had a fold-out flap which featured a case study of one of the young people they had helped, which could be detached and kept by the recipient of the letter.

Our designer worked within the existing brand guidelines for the hospice, to create an eye-catching and modern design.

The Data

Our method to create the 10,000 household database for this project was unlike many typical socio or geo-demographically targeted campaigns,

Instead, we used a “self-revealing demographic” tactic, using all of Keech’s existing and lapsed lottery players and donor addresses, and mapping these to create a unique database of households with similar demographics to these known supporters.

The Outcome

The campaign delivered a number of new lottery players, who have sustained their support of the hospice following the receipt of the mailing last year. We are delighted to be looking at similar future projects with the hospice.

We really enjoyed delivering this tactical direct marketing campaign. It has been so rewarding to help the charity raise funds to help provide their support to those in need.

"We’ve had a great experience working with Telescope on our partially addressed lottery campaign last Spring. The team has a friendly demeanour but were also incredibly professional; taking the time to get to know our cause, our objectives and listen to our ideas for the campaign. They used our existing lottery branding for the mailing but bought it to life, giving it a refresh making it more modern and visually appealing. They did a fantastic job and the pack created really exceeded our expectations. From start to finish they were incredibly helpful and informative; keeping us up to date along the way. We’re looking forward to hopefully working with the team again in the near future!