Bringing human rights to the front door and online

Key challenges

When Womankind approached us to audit their communications, they were struggling with falling numbers of donors.

We undertook in-depth research, interviewing supporters and speaking to staff running their services to get a detailed picture of the charity’s work at ground level. What we discovered was that although Womankind was incredibly effective in campaigning and defending human rights, they weren’t talking about it in a way that appealed to ordinary women.

What we did

One thing Womankind’s existing donors taught us: it’s perfectly natural for women to support each other in a practical and neighbourly way. All the charity needed to do was enable and inspire them to do so.

Having devised a communication strategy for Womankind, one of the first creative pieces we produced was a recruitment mailing to tackle falling donor numbers.

The subject of the mailing was female genital mutilation (FGM) and we knew we’d need the perfect case study to make it work. We looked and we looked. Then we found her: Aberash. A brave girl who was not only willing to talk in her own words about her experiences of FGM, but was actively campaigning in Ethiopia to bring an end to the practice.

Telling Aberash’s true story made supporting women’s rights in Ethiopia utterly practical and real for women (and lots of men) here in the UK. The honesty and sensitivity of the mailing closed a gap of thousands of miles.


We achieved a 2.26% response rate – more than double the industry standard for a cold recruitment mailing – with an average gift of £25.86. Better still, one in three respondents replied with a thoughtful message to Aberash, signalling the start of a strong relationship with the charity.

We then decided to test this concept online, scaling up the ‘Clumsy’ pack, acquiring new donors and appealing to a younger audience.

Overall the campaign was successful, recruiting a total of 320 new donors at a combined cost per acquisition (CPA) of £33.10
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