DONATION BOX by Tcc Group India for CHILDREN'S HOME OF HOPE

Adsarchive » DM » CHILDREN'S HOME OF HOPE » DONATION BOX

DONATION BOX

Pin to Collection
Add a note
Industry Public awareness, Charities, Foundations, Volunteers
Media Direct marketing
Market India
Agency Tcc Group India
Art Director V Vasan, Saravana Kumar
Released January 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: CHILDREN'S HOME OF HOPE
Product/Service: PUBLIC AWARENESS
Agency: TCC
Date of First Appearance: Jan 12 2011
Entrant Company: TCC, Chennai, INDIA
Chief Creative Officer: Arvind Ramalingam (TCC)
Creative Supervisor: Krishnamurthy Iyyappan (TCC)
Creative Supervisor: Vijay Vaidyanathan (TCC)
Executive Assistant: Mohammed Raffi (TCC)
Art Director: V Vasan (TCC)
Art Director: Saravana Kumar (TCC)
Account Manager: Savvy Durham (TCC)
Media placement: Direct Mailer - Direct - 12th January 2011

Describe the brief/objective of the direct campaign.
Children's Home of Hope was in dire need of funding to keep their noble mission on the move. Due to the highly restricted budget we didn’t have the luxury of sending out massive numbers of mailers with the hope that some of them would respond. Instead, we were forced to be very specific and precise with whom we were reaching out to. Based on research, we decided that the mailer should ideally be sent to a very specific pool of likely funding sources, including certain conglomerates, residences, hotels, offices, schools as well as some regular investors.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Indian postal system is highly lucrative and one of the most underutilized means of communication. That said, we felt it would be prudent to use this as a medium to leverage, as best we can, on the little budget we had. The idea involved the recipients of the mailer saving any small money they could and donate it towards the cause when the donation box was full. This apart, our objective was also to send something that they would keep, thereby acquiring a long term place in their line of sight.

Explain why the creative execution was relevant to the product or service.
A donation box, or ‘Undial’ as it is called here, is relevant to the Indian culture as it is used by various people in many different circumstances, all of which involve donating money for a worthy cause. But whatever the usage may be one common factor is that, it is always perceived that dropping money in an 'Undial' is a noble deed. This apart, its cultural relevance made it certain that recipients would think twice before throwing it. We leveraged on this, and not long after it earned a place in the recipient’s home or place of work.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The mailer was very well received. A sum of close to INR 1 Million was raised over a period of three months from the 25,000 mailers that were sent out, and donations are still coming in. Several shopkeepers and small businesses also made more than one contribution by requesting their patrons to make small donations at the billing counter. Several recipients have also volunteered their services and assistance to the NGO on a part-time basis.