Project: World's Biggest Coffee Morning
Media: Direct mail
Scope: Design, copywriting, art direction, creative direction
Macmillan's World's Biggest Coffee Morning is one of the biggest fundraising events of the year. Creative tire and dwindling sign-ups are always the threat that keeps the campaign on its toes. Following a successful pitch, we brought fresh life to each part of the supporter experience – acquisition mailings, the event kit and the thank you. In 2018, our application of behavioural principles successfully uplifted response – one pack hitting over 300% of its target, and the additional Coffee Morning hosts successfully raised an additional £1.5 million in total.
For 2019, we pushed the formats further, with interesting formats and folds (like the flip-flap book that you can see above), a refreshed look and feel, and deeper-level personalisation that really connected each host to Abby, Head Coffee Lady. Already, these packs are hitting their targets early, and we're looking forward to this year's event being even bigger than before.