ActionAid - Emergency Appeal

Few appeals work better in fundraising than emergencies. But this one was a ‘financial’ emergency within the organisation. The income was dramatically down on the budget and projects would have to be cancelled. Working very closely with the client, I wrote this simple two page letter to existing supporters. The letter was from the CEO, Salil Shetty, and started with the line ‘I really didn’t want to send you this letter…’. The donation form was a cheap yellow slip of paper. Simple and deliberately cheap-looking.