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The Challenge

To acquire new donors to raise much needed funds to support the building of age appropriate housing solutions development in three Queensland regions. As Youngcare is a not-for-profit organisation, they receive no recurring government funding and rely heavily on generous donations from supporters to facilitate such developments.

The Method

To reach the maximum audience with the budget available, a targeted unaddressed direct mail campaign was developed. Using data mapping tools, Youngcare were able to target potential supporters that fit a similar profile to existing supporters, all in the geographic region where the housing developments were being built.

The design of the direct mail campaign drew directly from the Brick by Brick theme and featured a full colour high impact outer envelope resembling a brick wall. The pack included a letter personalised to each region, referencing “Our newest development in means we will soon be neighbours”.

As the campaign was targeting new supporters, the letter asked recipients to specifically buy a brick for $10. This made the ask amount achievable as well as connecting the supporter directly to the cause of helping Youngcare construct a building.

youngcare brick by brick direct mail peice

The Results

The results of the Brick by Brick campaign exceeded the expectations of Youngcare.

Highlights of the campaign

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“We were really happy with this, as we received 320 new donors and leads for our mission. Not sure if this might be considered worthwhile in corporate land but for our little charity we were really really happy with the results”

Jack, Individual Giving & Partnerships Manager

Conclusion

Targeted unaddressed marketing proved to be successful to raise necessary funds and for new donor acquisition. Youngcare’s Brick by Brick campaign targeted and engaged a new donor audience using the strength of the local story and the effective use of physical print collateral.