Howard Lake | 24 March 2004 | News St. Dunstan’s, the charity for blind ex-servicemen and women, has raised over £1 million in a single appeal for the first time.The charity’s Christmas appeal’s target was £789,550, so it has surpassed it by almost 30% and still has six weeks left to run. The response rate amongst St. Dunstan’s active donors currently stands at 45%.The appeal to the warm donor base is the first launched by St. Dunstan’s Head of Marketing, Rosemary Cottrell, along with their newly appointed agency, Cascaid. Advertisement 22 total views, 1 views today AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis Tagged with: Consulting & Agencies Individual giving Research / statistics AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis St Dunstan’s appeal reaches £1 million Alan Clayton, MD of the Cascaid Group and creative lead on the appeal explained the reasons for the success. “We used a motives-based analysis of previous donor behaviour”, he said, “to create a proposition and appeal which was driven by the different needs of different segments of donors. For many, this meant returning to the key messages they responded to at point of acquisition. This obviously worked – even the lapsed segment responded at 12%.“For other segments, the messages reflected a close link with the services and a very close relationship with St Dunstan’s itself. A very personal appeal from the President of St. Dunstan’s (himself a blind ex-Serviceman) has performed particularly well to the High Value Donor segment.” About Howard Lake Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world’s first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp and co-founder of GoodJobs.org.uk. Researching massive growth in giving.