Magazine article Marketing
Shelter to Boost Millennium Fundraising with Three Million Household Door-Drop
Shelter, the charity for the homeless, will run its biggest fundraising appeal to date over the millennium period, with a three million household door-drop through direct marketing agency WWAV Rapp Collins.
The campaign, 'Millennium Plus', is being backed by Nescafe's recently announced [pounds]1m charity initiative, Getting Together to Help.
Shelter's aim is to eradicate street homelessness by March 2002. According to director of Shelter, Chris Holmes, while the government has set a target of reducing street homelessness by two-thirds by this date, Shelter is vowing to take it further, working with local authorities and other charities such as Crisis to ensure the homeless, once housed, have adequate support.
The mailings consist of a letter explaining the campaign, and a Shelter poster, with case studies on the reverse. Shelter hopes consumers will show their support for the campaign by pinning up the poster, which has the strapline 'It takes two', on their walls.
Half the mailings will be sent to consumers who regularly donate money, asking them to make a monthly contribution of [pounds]2 until March 2002. …