Médecins Sans Frontières (MSF) is the world’s leading independent organisation for medical humanitarian aid. The MSF appeals program is very well developed – and in early 2014, MSF decided to create an appeal that specifically targeted mid-value donors.
To develop an effective and engaging appeal that suited the audience of mid-value supporters.
MSF donors are generally very well informed. However, the appeal subject – neglected tropical diseases – was likely to be unfamiliar to our audience. We needed to explain the problem clearly, and outline how it could be solved with the donor’s support.
In addition to the usual appeal items, we included several special elements, including a strong appeal brochure with a unique die-cut cover (creating ‘cut-through’ distinction), and a personalised infographic-based fact sheet. This gave donors an insight into a relatively unknown issue, and helped them feel privileged with ‘inside information’, so they could better appreciate the impact of their donation.
What made it Marlin?
The simple, easy-to-follow logic of the appeal ‘journey’ – from getting attention, to creating interest and inspiring action – coupled with the fantastic use of images, ensured that although the appeal subject was little known, it was special enough not to be ignored.