This piece is based around the idea of a children’s story for grown-ups. It features a beautifully-illustrated booklet, with seemingly cute pictures contrasted against the harsh story of a teenage runaway:
It’s not easy to fundraise for teenagers – even with a case study as deserving as Sophie’s, that featured in the pack. The children’s illustrations in the storybook deliberately take the reader back to the nursery – a much easier place to stir sympathy.
The overall thrust of the pack is uplifting. It asks you not to dwell on the the things that Sophie has done – those were the actions of a deeply upset child crying out for help – but rather to think of the person that, with your help, Sophie can become.
Tags: direct mail, direct marketing, donor development, Fundraising, illustration
