Guildhall direct mail campaign

Client: Guildhall School of Music and Drama

Sector: Print

Services: Brochures, leaflets and direct mail

The brief

Guildhall School run an annual direct mail fundraising appeal which goes out to over 9,000 alumni and donors via post and email, with the aim of increasing voluntary donations to the school, a vital element of their funding. For this year’s campaign they wanted some fresh life breathed into the copywriting, producing three targeted, engaging letters to send to segmented groups of alumni emphasizing the global outlook of Guildhall to encourage more regular donations.

The challenge

The scope of this project was a really interesting one as I was required initially to interview two people – the Head of Movement and an Associate Producer about their roles at the school and projects in which they were involved, before turning these phone interviews into personal ‘letters’ from these individuals which would form the basis of the direct mailing. For the third ‘letter’ I was required to adapt content from an existing magazine article featuring the Head of Music. Finally I wrote a forward on behalf of the school’s principal, to introduce the mailing. This required full use of my interviewing, copywriting and editing skills, as well as an appreciation of the higher education and fundraising sectors in which Guildhall operates, and the nuances of the genre of direct fundraising mailings.

The results

The copy was approved at all levels by the Guildhall team with few amends, and is due to hit in early September when the team expect high levels of engagement as a result.

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