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

Don’t miss out on the latest news, research and creative inspiration. We’ll let you know as soon as new guides, reports and other resources are available.

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

Royal Mail Group would like to keep in touch with you about our products, services and offers that might interest you. By clicking submit below you acknowledge that we may contact you by post, telephone, email and text message. If you DO NOT want to hear from us by any or all of these means, please tick the relevant box(es) below:

We may contact you by post
we may contact you by telephone
we may contact you by email
we may contact you by SMS
We may, on occasion, still need to send you important service messages. Royal Mail Group takes your privacy and security very seriously. For more details please read our Privacy Policy.