Giving Back to the Community Through Effective Direct Mail
Action Cancer is a Northern Ireland charity dedicated to cancer prevention, early detection, and support services. Through health improvement programmes, digital breast screening, skin cancer detection, health checks, and therapeutic support, the charity plays a vital role in saving lives and supporting people across Northern Ireland.
Each year, more than 20,000 people engage with Action Cancer services. The charity delivers around 200 mobile screening bus visits across Northern Ireland annually and screens approximately 8,000 women for breast cancer every year.
The Challenge
Like many charities, Action Cancer faced growing pressure on budgets while needing to maintain strong engagement with donors. Their key challenges included rising costs associated with in house printing and postage, the need to deliver a campaign that felt personal and trustworthy, and the requirement to maximise fundraising return on investment within a tight budget.
In addition, previous digital only fundraising channels had underperformed, leading to reduced donor engagement. Action Cancer needed a solution that would rebuild trust, cut operational strain, and generate measurable results.
The Solution
To address these challenges, we designed a targeted Direct Mail campaign and delivered to 10,000 households across Northern Ireland. The campaign focused on producing high quality, personalised letters that spoke directly to donors and reflected the charity’s mission and values.
By managing the full print and fulfilment process, the campaign removed significant pressure from Action Cancer’s internal team. Bulk postage discounts were applied, with savings passed directly back to the charity. Most importantly, the physical nature of the mailing allowed supporters to receive something tangible that they could read, keep, and respond to in their own time.
The Results
The campaign exceeded expectations and delivered strong, measurable outcomes. It achieved a 5.6 percent response rate, outperforming the typical charity direct mail average of four to five percent. Over £86,000 was raised from a single campaign, delivering an impressive return on investment of 8.6 to 1, meaning that every £1 spent generated £8.60 in donations.
Operationally, the campaign reduced staff time spent on administration by 50 percent, allowing the team to focus more on donor relationships and engagement. Feedback from donors highlighted appreciation for the personal touch and a higher level of trust in receiving a physical letter compared to email communication.
Why Direct Mail Works for Charities
Direct mail continues to be a powerful fundraising tool for charities. Unlike digital messages, physical mail often remains in the home for several days, providing multiple opportunities for engagement. Letters feel more personal and credible, helping to build trust and emotional connection with donors.
Mail also delivers tangible impact. It arrives on kitchen tables rather than in spam folders, and responses can be tracked accurately, ensuring transparency and a clear understanding of return on investment.
Supporting Your Next Fundraising Campaign
If your charity is planning its next fundraising appeal, a well-executed Direct Mail campaign can help you increase engagement, reduce internal workload, and achieve measurable results. With the right strategy, print, and fulfilment partner, direct mail can play a central role in delivering sustainable fundraising success.
