Gothenburg Homeless Aid

Homeless letters boost donations and raise awareness.

Background

Because people tend to give more to those less fortunate than themselves at Christmas, it is a very important time for Gothenburg homeless aid. It is when the charity hopes to get much of its funding for the year ahead.

Solution

It's hard to get people's attention with charity campaigns and even harder at Christmas. To make the letter stand out in the avalanche of Christmas cards, the agency, before mailing it, let the letter spend a night on the Streets. The letter experienced the same wet and cold as the homeless of Gothenburg - and it looked it.

Results

In total, 22% of recipients donated an average of €29 (up on previous results when 15% of recipients donated an average of €21). As a whole, the campaign raised €163,000, a lot for a relatively small city.

Keep up to date

Join the thousands of subscribers experiencing the magic of mail. Get creative inspiration, latest innovations, thought leadership and free resources delivered to your inbox monthly.

You must provide your first name
You must provide your last name

Royal Mail Group would like to keep in touch with you by email about our products, services and offers that might interest you. Please indicate your consent by subscribing below.

You can withdraw your consent at any time. For more details about this and how we handle your data, please read our Privacy Policy Privacy Policy.