What they asked us to do
We were asked to create an integrated cash appeal across direct mail and digital channels, focused on the Stop MS Appeal and MS research. As 2025 marked the final year of the Stop MS Appeal—and Spring was the first appeal of the year—this campaign needed to be as impactful as possible, with a significant fundraising target. To support this, a pot of matched funding had been secured to encourage greater giving, particularly from the individual giving audience.
What we did
We began the project with a team brainstorming session, reviewing past appeals to identify what had worked and what hadn’t. We considered their ideas on focus and impact, which offered valuable insights to guide the development of creative concept routes. By this point, we had already completed the fundraising proposition and messaging toolkit, which helped shape the creative direction.
After refining the concepts, we developed the final chosen route: MS Treatment Revolution. We created copy and design tailored for both their SV and MV audiences, along with supporting social media assets. We also produced the reminder mailing and a series of follow-up emails to maximise engagement across channels.
What they thought
The client was delighted with the creative output and the fact that the appeal exceeded its target by 35%!! - stating, “It’s the best DM response we’ve had in years.”
Sarah Briggs - Head of Individual Giving, MS Society
