Maddie's Christmas Appeal

RNIB / Consider Creative


Our Christmas appeal is the most important of the year with ambitious targets. We needed to innovatively engage our cash supporters, re-engage non-responsive raffle players and grow our online audience.

We developed a highly targeted, personal appeal based on the heartwarming story of Maddie who is losing her sight, but loves the accessible books she gets from RNIB. Emotive storytelling combined with familiar characters ensured a clear fundraising message.

We were thrilled to deliver our most successful campaign to existing supporters for over five years; smashing income targets by over £150,000, with response rates and ROI beating forecast by 55%.

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