This morning I am wearing a thin pink bracelet around my wrist and as it taps against the keyboard and my other bracelet I’m reminded what it means.
It arrived in the post with a letter from Barnardo’s yesterday and it’s the first piece of charity mail I’ve read and remembered in years.
Lots of charities send out small items with their pleas for donations but I’ve never seen one before that has a connection to the cause. Pens, post it pads, book marks – just incentives to make you open the envelope. However this bracelet is a symbol of worth – the letter talks about a 15 year old called Rebecca who ran away to escape abuse at home. She fell into the hands of another abuser who initially showered her with gifts, like cheap jewellery. The bracelet is a reminder that children like Rebecca are worth more than the few pence that this bracelet cost to make.
So what’s different about the Barnado’s letter to so many others that come through our mailboxes each day? Why am I going to donate £3 a month to help people like Rebecca, whereas I haven’t rushed to set up a standing order for other equally as worthy causes in the past?
It’s because this appeal stood out – it’s different and it really means something. As well as making a donation you’re encouraged to send a handwritten note back in a pre-paid envelope which will be placed in a survival kit and sent out to a child in need of help and support.
The campaign is also well-timed, with a message on the reverse of the envelope urging you to reply before a certain date to ensure that your help reaches those who need it most in time for Christmas. Maybe it’s because I’m a mother and the thought of a child being scared and alone this winter upsets me. Maybe it’s because I’m a woman and a bracelet quickly caught my eye and made me read on.
So, charity direct mail campaigns can work in my eyes; it’s just a matter of making that connection and joining the dots – the Barnado’s homepage has a video of the current TV ad which, on watching, you’ll remember seeing.
If you want to help you can donate to Barnado’s online right now.
Image courtesy of Barnardo’s website.
