letter from santa: Delivering Dreams
Contents About NSPCC The Campaign Our Challenges Our Solution VAT Mitigation Results
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ABOUT NSPCC The NSPCC is a charity that works tirelessly to end cruelty to children in the UK; they provide advice and services to families and communities with the aim of one day, preventing the abuse and neglect of children and young people forever. The NSPCC relies on donations from the public for 90% of its funding and the Letter from Santa (LFS) campaign is the largest single fundraising pack that they produce. Howard Hunt Group won the contract to produce the LFS in 2011 and has since worked to simplify and streamline processes, helping them to
save c.15% on 2010 and achieve their highest ever response rates, ROI and income at ÂŁ1,700,000.
www.howardhuntgroup.com
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the CAMPAign The Letter from Santa allows parents and families to make a child’s Christmas magical by requesting a personalised letter from Santa for their children in return for a donation to NSPCC. Like all great ideas, the campaign is incredibly simple but it requires extremely efficient processes to make it happen. The campaign involves producing over 25 million leaflets, 260,000 letterheads and thousands of leaflet dispensers and posters, which are then delivered to over 60 different distribution and enclosing sites nationwide within strict timeframes as the collateral is then distributed to NSPCC’s shops, volunteers, schools, fundraisers and various publications around the UK.
A NA WI WIN
0845 839 9304
Send a Letter from Santa £5
“Thank you for delivering some magic this Christmas”
Suggested donation
A A magical magical Christmas starts with with a a Letter Letter from from Santa Santa • The perfect surprise for a child you love. • Each letter has a magical, personal message for your child. • Santa can even write a special letter to celebrate Baby’s First Christmas – a keepsake to treasure. • Watch their faces light up as they open a gift they’ll never forget. Your donation will bring joy to a child you know and help the NSPCC protect children all year round.
WIN a trip to Lapland
Supported by
A once-in-a-lifetime trip for a family of four.
Holiday provided by Thomson Holidays To be eligible for the free prize draw just request a Letter from Santa (no donation necessary). Full terms and conditions on nspcc.org.uk/santa. ChildLine is a service provided by the NSPCC. Registered charity numbers 216401 and SC037717. © 2012 illustration by Jason Chapman.
Visit: nspcc.org.uk/santa, call: 0845 839 9304, text: Santa to 65599 OR fill in and return this form to: Santa’s Little Helpers, PO Box 232, Melksham SN12 6WF Please note: You can request your letter between 1 October to 17 December 2012 (30 November for Republic of Ireland and other overseas addresses). Letters will be posted between 26 November and 19 December 2012.
Age at Christmas
Boy
Title
Initial
Postcode Email
Using email and text messages helps us to be more cost-effective. Please tick here if you’re happy to receive communications about the NSPCC’s other work by email by text
Is this Baby’s First Christmas?
Address
If you are an existing NSPCC supporter we will continue to communicate with you as we currently do.
SECTION 3: Your donation Donation for letters
What is their best friend’s first name? (Leave blank if unsure)
Any extra donation Total
Child 2: (Please write the name exactly as they would like to see it)
Age at Christmas
Surname Girl
Boy
Is this Baby’s First Christmas?
Thank you
£
+ =
£
Any extra donation you can afford will be very much appreciated.
£
Thank you for your kind support.
SECTION 4: Gift Aid Increase your donation at no extra cost! Simply tick below. Date
Address
I want the NSPCC to treat all gifts of money that I have made in the past 4 years and all future gifts of money that I make from the date of this declaration as Gift Aid donations. You must pay an amount of UK Income Tax and/or Capital Gains Tax for each year (6th April one year to 5th April the next) that is at least equal to the tax that the NSPCC and any other charities or CASC’s you support will reclaim on your donations for that tax year (Council tax and VAT do not count) The NSPCC will claim 25p in tax back for every £1 gift aided. Please tick the box
Postcode What is their best friend’s first name? (Leave blank if unsure)
SECTION 5: Your payment details
Child 3: (Please write the name exactly as they would like to see it) First name Age at Christmas
May we suggest a
£5 donation* per letter?
Number of letters
Postcode
First name
Surname
Address
I do not wish to be reminded about Letter from Santa again next year I do not wish to receive information by post by telephone about the NSPCC’s other work.
Surname Girl
We may need to contact you about your letter(s) so please provide the following details:
NSPCC would like to keep you informed about our work, how your support has helped children and how you can be involved in the future.
Child 1: (Please write the name exactly as they would like to see it) First name
SECTION 2: Who are you?
Tel
SECTION 1: Who ’s your letter for?
Timings and logistics are critical to the success of the campaign. Organisation starts months in advance and the campaign set up begins in late July and runs on press all the way until mid-November. As such the NSPCC chose to work with Howard Hunt Group because of our world class manufacturing and our track record in simplifying complex distribution challenges.
nspcc.org.uk/santa
TO IPTO TR TRIP ANDD PLAN LA LAPL
Surname Girl
Boy
Is this Baby’s First Christmas?
Address
Please enclose a cheque or PO payable to ‘NSPCC registered charity’ OR complete the following for debit/credit card payments. We accept: MasterCard, Visa, Visa Debit, CAF card. Card no.
Postcode
Start
What is their best friend’s first name? (Leave blank if unsure)
/
Expiry
/
Issue no. (if applicable)
All personal data about the child/children receiving a Letter from Santa will be destroyed after the letter has been posted. Unfortunately we cannot accept any responsibility for any postal delays. Texts are charged at your standard rate. I weld fersiwn Gymraeg o’r cerdyn post hwn, ewch i visit nspcc.org.uk/santa
Tick if you would like Santa to send the letter(s) in Welsh: child 1
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www.howardhuntgroup.com
child 2
child 3
*No donation necessary.
XXXXXX XXXXXX XXXXXX
Our Challenges
Our Solution
Another reason NSPCC chose Howard Hunt Group was our commitment to reducing our impact on the environment. We have various strategies and accreditations that consistently look at ways to minimise waste and reduce emissions, and NSPCC challenged us to make their LFS campaign as ‘green’ and efficient as possible.
To improve the efficiency of LFS, Howard Hunt Group quickly went about developing a front end ordering system for NSPCC that was capable of managing the whole order process. Howard Hunt Group built a fully bespoke web application which enabled NSPCC to easily capture print orders electronically from the fundraising divisions around the UK.
As well as improving the environmental impact of LFS, we also wanted to help free up their marketers time. Historically, NSPCC had 3 senior marketers in their London head office who execute the LFS campaign. Outside of this small team, there are a number fundraising divisions around the UK who are each responsible for sending through orders from their division for print products. Typically, each division would send sporadic orders through to one of the senior marketers in the head office, who would then spend time collating them on a spreadsheet before putting in the total order to print. The overall process was fairly time consuming and inefficient for the senior marketer.
The online portal allowed specific user administrators from every division to log in and place their print orders directly. Each product used specific UR codes which meant the system could also store the quantity of each product orders over the campaign running time. This meant that the marketers could easily keep track of the individual costs and ROI of each division, allowing them to allocate resources and processes much more efficiently. The system effectively managed the whole back end process and letter personalisation that led to considerable cost savings and environmental benefits to the campaign.
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WeB PortAl
resUlts
Secure Login
• Freed up a senior marketers time
Online ordering
• Web portal meant no over-ordering, which minimised waste and made the campaign more efficient • 100% of orders were sent out on time, in full with no errors. • We met all delivery deadlines • Saved c.15% of costs compared to 2010 MIS Reports
• Total income of £1.7m / £850k net income • ROI highest ever at 2:1
VAt MitigAtion Howard Hunt Group has a vast amount of experience and expertise around VAT mitigation. We have a large number of charity clients who we help with VAT mitigation, consolidated invoicing and VAT audits. Our in-house VAT consultants pursued every angle possible with HMRC until they approved the NSPCC LFS leaflet VAT free status, which provided NSPCC with further cost savings.
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www.howardhuntgroup.com
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Letter from Santa 2011 broke the £1million target two weeks before the campaign was set to finish. That was a big improvement on 2010, where we were standing at £780k at that point. In addition to this, Howard Hunt Group has made no errors and has never missed a deadline, which is a first in Letter from Santa history. This year we went on to increase the print quantities but have suffered some internal issues from staff turnover that meant the campaign was being run by new staff without previous experience. However, Howard Hunt Group’s exemplary staff picked up the slack and has given a service which has been better than I could have asked for. The 2012 campaign is still on-going but we’ve already surpassed a huge milestone, raising over £1.5m with still a few weeks to go... Steve Hannah, Strategic Marketing Production Manager, NSPCC
www.howardhuntgroup.com
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www.howardhuntgroup.com 2 Masthead Close, Crossways, Dartford, Kent DA2 6QF Call: 01322 273 252 / Fax: 01322 294 394 / Email: enquiries@howardhuntgroup.com