A number of factors may have contributed to the success of the pack we developed for ORBIS supporters that mailed in June. We don't know if it was one factor or a combination that made the difference - but testing in future campaigns will teach us what made this pack a winner.

This pack presented the Flying Eye Hospital (FEH) – the instantly recognisable symbol of ORBIS's work – in a new way. Brainstorming at the planning stage led us to the proposition: "You're central to the commitment behind that special moment when the FEH lands, opening up immense possibilities. Please give again."

From the use of a deadline, to an emotive and dramatic excerpt of the letter on the outer, the rules of DM were used to give a real flavour of the drama and need awaiting the donor once they opened the pack.

Inside, the letter came from a veteran FEH volunteer eye surgeon. He recounted his experiences, bringing to life the grave importance of ORBIS's work. It's a fascinating account that demonstrates the commitment and determination of the volunteers and the conditions they work in.

The lift piece is not for the faint-hearted. With unflinching images of some of the most challenging cases that volunteer surgeons face, the leaflet carries a warning on the cover, and is a powerful tool in communicating the reality of untreated eye problems.

And the results speak for themselves. Current response is beating target by 50%, total income to date is almost double the target, and ROI is 3.48 (target 2.93).

All in all a great pack and definitely setting the mark for results to beat in the future – well done to all who worked so hard on developing this winning pack.

Sarah Albuquerque