The Trust is seeking donations of anything from £8,000 to above £60,000 in a bid to raise £5m to pay for its new Anthony Nolan Cell Therapy Centre, which opened on September 11 and houses the UK's first umbilical cord blood bank.
The campaign explained the need for umbilical cord blood in stem cell treatment and the charity's mission to save the lives of those with life-threatening blood illnesses like leukaemia.
It began before the centre's opening with a first-stage mailing, a personalised letter from the charity's chief executive, giving thanks for previous support and introducing the new project.
The second mailing carried a personal invititation to the centre's grand opening in addition to blueprint plans for the new centre building, a list of the medical equipment expenses, photographs, and case studies.
However, no donation was solicited until the final mailing, which was delayed by the untimely death of the trust's chief executive Steve McEwan following the centre's opening.
The final mailing asks for donations of £8,000 to £60,000 or more, with a box containing a fountain pen and a cartridge of red ink, simulating the small amount of blood needed from a new-born baby's umbilical cord for stem cell treatment that could save someone's life.
The donor is invited to use the pen by inserting the red ink cartridge to complete the 'please call me' form enclosed in the box. Inside the box lid, a message in red ink states: 'A little cord blood could save a life'.
Paul Handley, managing director of Tangible Response, said: "This is a capital appeal with an incredibly tangible product that supporters can engage with.
"It's a prime example of how a mutual relationship can work offering the donor real involvement. In this case, through enabling the charity's work, the supporter can be part of writing the next chapter in medical history."