A simple tick helped save lives

Background

British Heart Foundation (BHF) faced some home truths.  Average donation was decreasing and their active donor base was shrinking. Furthermore, Gift Aid income had been in steady decline since 2021/22.   

Research also pointed to a broader brand challenge - increasingly complex messaging was creating ambiguity aversion, leaving donors uncertain about what was being asked of them and, in turn, less likely to act.

Within this, BHF identified a clear opportunity to unlock greater value from its existing supporter base and increase lifetime value - by encouraging more donors to opt into Gift Aid through simple, clear and unambiguous communication.

Solution

British Heart Foundation and their agency VML identified three key audiences: BHF supporters who had not yet signed up to Gift Aid, those who had historically not responded to communications asking them to sign up and those who had opted out of marketing communications.  

To increase uptake, BHF recognised it needed to remove hesitation by making one thing unmistakably clear: opting into Gift Aid would cost donors nothing but would mean everything to the charity. The strategy was radically simple “all we need is a tick.”

The idea was brought to life across mail and email through ‘Ticks for Free. The creative was designed to dismantle common misconceptions around Gift Aid and communicate a compelling truth - the charity would receive money for nothing. 

Big, bold headlines and lots of negative space were used to bring this playful, punchy and slightly cheeky ask to life – and make impossible to ignore.  At the same time, a simple, copy led approach with super clear, unambiguous messaging was used.   

Two versions were used through direct mail and email: 

• A personalised marketing opt-in version that included more detail on the importance of Gift Aid for BHF.
• An admin style opt-in version for the opt out group that didn’t include marketing language to meet regulations

Timing was key, the mailing landed between Christmas and New Year – the perfect time for reflection and admin for donors and away from the pre-Christmas charity appeals.    

Results

British Heart Foundation’s simple campaign produced exceptional results, exceeding targets.  

Supporters took notice, delivering an 8.4% response rate for mail and a 1.9% response rate for email.  A four-year decline in Gift Aid was reversed. In 2024/25 total Gift Aid income rose by £462,662, an 11.3% increase vs. previous year. An extra £38.01 per donor was unlocked, an uplift of 68% versus previous year.  

For those unable to declare Gift Aid, the messaging still resonated. Unprompted donations rose by 142% vs previous year.

Every Gift Aid donation helped save lives – tick.

Source: DMA Award Entry 2025 Charity