The Process

Livability needed a Christmas appeal which would resonate with their donors at the end of a turbulent year for care homes. We knew how much their audience appreciate the care teams at the best of times, and particularly valued these key workers in 2020. We provided 12 topline concepts, shortlisted to two which we then developed and a Star was born.

The Result

A letter from a care homes manager, and a diary showcasing their amazing work, brought the donors behind the scenes and thanked them for the difference their support had made in 2020. The needs as winter took its grip were made clear, and priced examples added illustration and authenticity to the ask. We added mid-value and other variants, a landing-page, email reminders and spread the word digitally through social.

What we’re most proud of

Agility was the name of the game. Tight restrictions on photography, both the content and the photographer’s physical access to the subjects (through windows!) was our first challenge. We met that, and all the others by working together as a team, always in direct contact with the care managers, photographer and fundraising team. Staying on top of the fast-moving donor trends, and sharing our insights together with the charity’s, a poignant and heartwarming appeal landed on the doormats, through emails and social channels on time, to budget, and the support started rolling in.