Appeal record for Parkinson's Disease Society

Fundraising | Celina Ribeiro | 9 Jun 2009

The Parkinson’s Disease Society (PDS) has recorded its most successful direct mail appeal, exceeding targets by more than a third.

During Parkinson’s Awareness Week at the end of April, the charity launched a direct mail campaign focusing on the fact that scientific research into the disease is entering a critical stage.

The appeal, titled ‘The Time Is Now’ has already surpassed its target by 34 per cent and more responses are expected.

New director of fundraising Paul Jackson-Clark said: “The original income target for the direct mail appeal was £54,000 with an average donation of £15 and a response rate of 8 per cent. To date the appeal has made £72,338 with a 9 per cent response.“

This is our best appeal yet, particularly in terms of the speed and the value of responses.”

A one-off ask was sent to PDS supporters on the second day of the awareness week, which also marked the charity’s 40th anniversary and was supported by a large public relations campaign and a tailored micro-site.

The PR push to encourage people to donate their brains to a ‘brain bank’ also generated significant national media coverage, which Jackson-Clark suggests contributed to its success.

“Ultimately, the appeal was part of a joined-up research, fundraising, marketing and PR campaign which seemed to really appeal to our supporters,” he said.

Who's Who: Celina Ribeiro

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