Spring fundraising pack for Army Benevolent Fund

What we were asked to do

Following the success of the October fundraising direct mail pack, the Army Benevolent Fund (ABF) invited us to write their spring mailing – this time with a focus on the scale and breadth of their support. 

At the heart of the campaign was Matt: Central a former soldier who was injured in Afghanistan and subsequently had to have a leg amputated.

What we did

We crafted an engaging letter from one of ABF’s Liaison Officers, who work closely with the ex-Servicemen and women the charity supports. 

In it, they clearly outlined the many ways ABF assists serving personnel, veterans, and their immediate families – helping them maintain independence, live with dignity and avoid hardship.

The letter, together with an accompanying leaflet, told the story of Matt, a former soldier whose recovery from surgery was significantly aided by a grant for an electrically adjustable bed.

To further demonstrate the scale of ABF’s impact, the leaflet also featured the stories of three other ex-Servicemen who had received life-changing support from the charity.

What they thought

ABF were extremely pleased with how the pack effectively highlighted the breadth of the charity’s support through the four featured case studies.

They also appreciated how the pack placed the supporter at the heart of each story – emphasising that it’s the generosity of supporters that makes ABF’s life-changing grants possible.