The door-drop features an envelope with a photograph of a doormat littered with direct mail. It asks, 'How much does it cost to litter your doorstep?' Inside is a leaflet giving the answer (13p), with facts and figures on its cost-effectiveness under the heading 'Junk Mail Works'.
Helen Wright, head of direct marketing at Cancer Research UK, says the campaign was the result of research into perceptions of DM, but also aims to acquire much younger new donors.
"Our biggest complaint was 'why do you ask us for money when you spend so much on DM?', she said. "There was a perception that we churn stuff out, so we needed to reassure people that it works. This message also suited a younger, more inquisitive age group. Virtually all our donors are between 50 and 60, meaning charities are chasing the same people."
The two million-strong door-drop, through WWAV Rapp Collins, was targeted at postcodes profiled as having a high percentage of under 40 year olds.Test samples had already revealed higher responses from the young.
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