What we were asked to do
Orbis UK tasked us with developing a warm appeal for their Spring campaign, focusing on eye care access for children in India as part of their "Eye Care Everywhere" theme. The appeal would target two groups of donors—standard value (£100 or less) and mid-value (£100 to £1,000)—and would use Khushi's story to illustrate the critical need for accessible paediatric eye care. We were also asked to feature the story of Tamanna, a Vision Technician, to highlight the importance of recruiting and training women in eye health. The aim was to encourage donations without over-relying on visuals, with mid-value packs requiring a more formal tone compared to the more emotionally-driven standard value packs.
What we did
We created a powerful narrative-driven appeal centered on Khushi’s story, showcasing how her life had been transformed by access to early eye care, while linking it to Orbis' broader mission to provide accessible eye care to all. The appeal emphasised the urgency of addressing childhood blindness in India and the long-term impact of untreated eye conditions. We designed a letter for each donor segment, ensuring the mid-value version contained more data and a formal tone, while the standard value pack leaned into emotional storytelling. A reminder mailing was scheduled to boost response rates, and we carefully balanced the design to keep costs low while retaining a professional and heartfelt presentation.
What they thought
Orbis UK was very pleased with the outcome, noting how well the appeal conveyed the urgency and importance of their work in paediatric eye care. The balance of emotion, facts, and shared values effectively resonated with both standard and mid-value supporters, while the inclusion of real-life stories like Khushi’s and Tamanna’s gave the appeal a personal and compelling touch. They appreciated how we managed to differentiate the tone and content between donor segments, maintaining alignment with the campaign's overall objectives while ensuring the packs were cost-effective. The reminder mailing also offered a strategic boost to the campaign’s fundraising goals.
