I must tell you about last Monday night. I’d always wanted to go to the Grosvenor Ballroom, so enticing from the road with a hint of other-worldliness.

On Monday night I went to the Ballroom, and it was another world – the world of the Third Sector Excellence Awards, hosted there. I joined The Scout Association, our client, shortlisted for Best Use of Direct Mail.

The World Friendship campaign included a warm appeal that was the first direct mail communication ever sent by the Association to its Members (actually Scout Leaders – both current and lapsed). It was a request for funds to enable young Scouts from around the world to participate in the 2007 World Scout Jamboree, hosted in the UK.

Whitewater created the pack and provided strategic planning - with no history of base segment level targets and no experience communicating with lapsed members, it was important to plan this right. We looked at previous tests, and used incentives to uplift response.

The results speak for themselves: income and average donation both far exceeded target, and a healthy number of lapsed members were reactivated. At the same time, the pack raised the profile of the Jamboree, projected a modern image of Scouting (an organisation far more progressive than one might at first think), and reminded donors that the Association is a charity.

Our client, Natalie, was convinced that our table’s location was a gloomy predictor of failure – would winners be seated so far from the stage? I suggested the organisers may have orchestrated a dramatic victory walk, but I don’t think she was remotely convinced by this. In fact, I was right!

We had stiff competition: there were seven shortlisted charities including The Children's Society and Practical Action (for another piece produced by Whitewater) - but the Scout Association won! Natalie and her colleague Fiona collected the award, cutting quite a dash on stage, heads held high and rightly so. The Scout Association has just 250 paid staff so their roles are very hands-on.

Now we’re working on a new Scout Association appeal. The bar has been set high – we’re wondering if we can replicate our awards success next year.

PS: For foodies, the menu: Mediterranean filo parcels with goats cheese and olives, duck breast with potato rosti and mange tout, and a tropical fruit salad (they called it 'sushi') with a chocolate medallion and a hint of sorbet. Not bad.

Helen Hamilton