The value of not pigeon-
holing your supporters

Merlin

Mid-Value Donor Appeal

"When talking to a Mid-Value donor, somebody who has given a single gift of up to £250, our aim is always to persuade them to become a High Value donor; to give more to fund Merlin's healthcare programmes in the developing world.

This was achieved by talking to people as individuals and inviting them to invest a personal stake in a particular, time-specific project. We decided on a proposition that was a little outside Merlin's usual focus; the provision of safe drinking water in southern Sudan. Highly personalised copy throughout reflected the development of each individual supporter's relationship with Merlin and powerful lift elements - designed to lift response rates and average gift levels - took them behind the scenes of the work.

The approach worked. With an average gift of nearly £300 and a Return On Investment of over five to one, the appeal kick-started a tailored programme for some of Merlin's most important supporters."

George Milne
Joint Managing Director