Earlier last year Whitewater started working with the Multiple Sclerosis Society. In order to propel our communication messages, we needed to establish what supporters and members felt was most important to the cause of the charity.

Surveys sent in the welcome packs identified that supporters and members were most interested in;
Research into treatments to help with the day to day symptoms of MS and; Research into a cure for MS.

As a result, we put research at the forefront of our DM campaigns. For example, our September 07 warm campaign was based on purchasing a new MRI scanner, a fundamental requirement for improving research.

By adopting an important principle in direct marketing appeals, the use of a ‘highly tangible item’ (the MRI scanner), this assured donors that their funds where being allocated towards something specific and real.

The result…one of the most successful campaigns ever in the history of DM at the MSS. The campaign surpassed all expectations, with response rate, net income and ROI all smashing target.

Give the supporters what they want and you will be amazed at the results!

Andrew Sabatino