Scope ‘Read between the line’ case study
Agency: Archibald Ingall Stretton
Scope is a charity championing equality for disabled people. Focusing on equality in the workplace and aiming to raise awareness of the million disabled people actively looking for work they needed a compelling approach to ensure existing donors continued to support the charity.
‘Read between the lines’ featured a rejection letter using standard employment jargon. The charity gave an insight into the prejudice of employers by writing copy alongside which allowed the recipient to read the real reasons of rejection – cost of employment and other general attitudes towards disability.
Cash donors, committed givers and high-value donors were mailed. The campaign raised £57,538 in donations, and a 19p unit cost achieved a response rate of 9 per cent, with the average gift per donor raised from £13 to £15.
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