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St Francis Leprosy Guild – Inserts

The challenge

To create public awareness of SFLG, their cause and of the challenging subject of leprosy by creating and implementing a supporter acquisition media strategy. Until January 2019, the charity had no supporter acquisition at all and with attrition to the existing donor base, this was threatening the future of the charity.

The Echo Approach

Inserts were collectively decided on as the charity’s preferred acquisition media channel, where a well-reasoned test & learn media strategy was implemented with two seasonal campaigns p.a. This enabled insert volumes to flourish and in fact, more than double in just two years.

An informative creative-led approach for raising awareness of the disease, whilst generating income was developed and disseminated through a broad range of national and specialist titles.

The results

A phenomenal increase of 228% in total annual income (excl. legacy), plus an increase of 161% total annual donations (excl. legacy) and with Inserts now (2021) forming the charity’s second highest income stream behind legacies.