The RSCPA run a fundraising raffle three times a year – Spring, Summer and Autumn – where players can win up to £10,000 whilst supporting the work that the RSPCA do. The packs ask players to buy and/or sell tickets to be in with the chance to win one of over 350 prizes. A soft donation ask is also included together with a Gift in Will Guide Legacy cross sell.  The RSPCA approached us to work with them on testing new DM creative - to drive higher response rates.  The packs were primarily the same across the year and now we wanted to look at testing creative and formats.  Competition within the charity sector is high, and in addition to this there are a lot of competitors from a gaming perspective, so we needed the creative to work hard to achieve immediate doorstep standout for the RSPCA and the great work this charity does.  We also worked to create that ‘feel good factor’ for players – that by playing, they’re helping the charity.  The key challenge was getting the balance right between the cause and prize both key triggers for participation.  

This direct mail piece is part of an integrated campaign as the RSPCA looks to move its supporters online for retention and engagement.