Samaritans is reaching out to its active supporters this week with a direct mail campaign highlighting the importance of its service over the festive season, in a bid to encourage cash donations.
Devised by agency TDA, the pack features a letter from a volunteer, emphasising how Christmas can be a difficult time for many people. She explains that problems such as loneliness or family troubles are often exacerbated at this time of year. This is evident in the volume of calls the charity receives – one every five seconds, including over the two-week Christmas period last year.
Recipients are thanked for previous donations and asked to consider making another financial gift so the charity can continue being there for anyone who needs emotional support. They are also encouraged to send personal messages of support, either online or via a ‘Christmas bauble’ device. Messages will be displayed on Samaritans’ website and on a Samaritans Christmas tree. Samaritans direct marketing manager Daniel McAllister said: “Last Christmas we took 192,308 calls over the Christmas fortnight, Samaritans needs to be there to answer every single call, not only over the Christmas period, but throughout the year. We rely almost entirely on the generosity of our donors to keep our service running.”
TDA account director Andrea Lee said: “Volunteers are an integral part of Samaritans, they have more than 18,750 volunteers across the UK and Ireland so we felt it was wholly appropriate to place a volunteer’s story at the heart of the campaign. Providing an extra financial donation – or a message of support – is the ideal way for supporters to play a proactive role in keeping the Samaritans’ doors open this Christmas.”
