Fund for a Free South Africa: high value mailing
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More case studies from ANC
Apart from its historical value this colourful, beautifully-crafted direct mail appeal package, designed to create maximum impact from a carefully targeted group of potential major donors, is further proof, if it were needed, that it is quite possible to raise $1,000 plus gifts through the mail.
Medium of communication:Direct mail.
Type of charity:Human rights & civil liberties, political, social change.
Target audience:Individuals, major gift.
Country of origin:USA.
Mal Warwick Associates. Copy by Bill Rehm.
Name of exhibitor:Mal Warwick
Date of first appearance:1990.
Securing large gifts by mail.
The Fund for a Free South Africa was the principal vehicle in the United States to raise money for the ANC’s campaign against apartheid in South Africa. In taking on the challenge to raise money for this high-profile cause, Mal Warwick Associates turned to the technique it had successfully employed for more than a decade in its work for peace, environmental, and human rights causes: ‘high-dollar direct mail’. Using beautifully designed, high-quality packs featuring multiple personalisation and directed at highly selective lists of prospective donors, these high-dollar appeals frequently secured gifts of $1,000 or more, often from first-time donors.
Superior production values.
This was one of the first, perhaps the very first, fundraising letters to be signed by Nelson Mandela following his release from prison in 1990. It sparked a successful ongoing campaign that mobilised significant donor support within the United States for the historic anti-apartheid campaign.