Steve's story. A powerful fundraising campaign that transformed a life

What we were asked to do

Each year, the Army Benevolent Fund (ABF) runs four cash appeals, which together account for just over half of its income from individual donors. The most successful of these is the October appeal – its highest grossing mailing and, effectively, its Christmas campaign.

For this vital appeal, ABF asked us to create a fundraising pack that would reassure supporters that their gifts truly make a difference in the lives of former soldiers today. 

They asked us to do this by bringing to life the powerful story of Steve, a former commando whose journey illustrates the real, lasting impact of their support.

What we did

We created a compelling letter from ABF’s Director of Grants that clearly explained the robust governance behind the charity’s grants programme, helping to build trust and transparency.

Alongside this, both the letter and accompanying leaflet shared the story of former commando Steve. These detailed the significant challenges he’s faced and how a grant for a multifunctional wheelchair and a woodcarving workshop has transformed his life.

This structure allowed us to draw a direct line between a supporter’s gift and the life-changing impact it can have on a former member of the Armed Forces.

What they thought

ABF were highly pleased with the pack’s structure and clarity – areas they had previously found challenging. 

They also greatly valued the guidance we provided on how the copy could be effectively integrated into the design, helping to ensure the message was both clear and visually impactful.