I joined Samaritans on a nine-month fixed-term contract in January 2019 to consult on their Case For Support document, case study development, fundraising materials and new revenue streams.
I've since become their principal freelance copywriter, helping them to attract new supporters and engage existing ones with welcome packs, fundraising kits, campaign collateral and via their biannual newsletter.
Summer 2021 self-harm DM pack
Since 2000, rates of self-harm in young women, aged 16-24, have more than tripled. In fact, across all ages, genders and demographics, they're on the rise and have been for two decades. As a key risk-factor for future suicidal behaviour, It's something that Samaritans are extremely concerned about.
They approached me to create a DM campaign around this delicate and often stigmatised issue, to raise awareness and money for their work in this important area.
It was a big pack, with the main DM, seven letter variants, an added insert for high-value donors, various donation form formats, a free gift and an additional, condensed postcard for mainly online donors.
Gatefold DM (closed)
The case study for the DM was a wonderful, brave young lady called Elysia. Myself and the designer wanted her experiences to be the focus of the piece. I came up with the following gatefold format as a creative and engaging way to explore her story.
Gatefold DM (opening)
The recipient literally opens up 'Elysia's story', with, as you'll see below, the first word of the headline (Elysia's) becoming the beginning of her story, and the last word (story) forming the final part of the CTA.
The fully expanded DM tells her story, with added context, across three A5 panels, connected length-wise.
Gatefold DM opened (left panel)
Gatefold DM opened (middle panel)
Gatefold DM opened (right panel)
Letter
Arguably the most important element of the pack. Writing a convincing and emotive letter that actually sells is always something of a balancing act.
If it's 'from' a third party, such as someone affected by the issues (as here), or a supportive celebrity (as often with my Comic Relief work), it needs to feel authentic. If it reads like it's from your marketing director, you'll fracture the reader's connection to the creative and, ultimately, the issue you're writing to them about.
Insert for high-value donors
This A5 insert was a cost-effective way of providing high-value donors with the more in-depth information that many require before deciding to donate a large sum of money.
Donation form
The donation form had to act as a standalone piece, providing all the information and incentive needed to support the campaign. We also created several different variants to test response rates.
Samaritans 24/7 Newsletter
Each spring and autumn, Samaritans send their regular donors a 16-page newsletter to update them on the charity's work and drive engagement and donations. It's very popular with their supporters and provides a regular boost to their campaign income.
Autumn 2021
Spring 2021
Autumn 2020
Spring 2020
Regular Givers Welcome Pack
Samaritans wanted to create a welcome pack for their new regular givers, to optimise donor loyalty and affinity with their organisation, and to minimise attrition.
I co-concepted and wrote this pack which gives new supporters an insight into what Samaritans does, an overview of its history, and connects them to the work they're funding and the lives it changes.
The pack was also designed so that it can be augmented with a range of inserts that reflect whatever current campaign collateral Samaritans wishes to include.
Gatefold booklet: closed
Gatefold booklet: open
Bellyband: outer
Bellyband: inner
Card: front
Card: inside
Postcard for fundraisers
This is a motivational postcard I came up with, for Samaritans to send out to fundraisers just before their event or challenge. Just a nice little thing to receive in the post that shows you're appreciated.
