MS – Multiple Sclerosis

GoodWords first began working with MS back in 2011, providing design services for work Evelyn Mason & Associates had been doing for MS over many years. In 2012, with Evelyn’s blessing, we took on the MS donor appeal account fulltime. 

We went on to conceive, write, design and produce all quarterly, annual donor campaigns for MS (Multiple Sclerosis) over the four-year period from 2013 until the end of 2016 (when a major restructuring of MS’s internal fundraising functions occurred).

In 2015 alone, more than $1.037 million in donations was raised through the four donor appeal campaigns GoodWords produced – Mother’s Day, Tax Time, Father’s Day and Christmas.

Our varied, dedicated campaign work included:

  • Working with MS staff to source appropriate, individual case stories for each appeal
  • Understanding the sensitivities around the stories and the lives of those featured
  • Liaising with and interviewing those with MS, and often their families, who’d agreed to be featured in appeals, as well as MS staff relevant to the campaign theme, to ensure accuracy of terminology and program information
  • Writing and gaining approvals from both MS and those featured in any campaign
  • Writing multiple, specific variable text versions of all campaign letters for the different donor segments and sub-segments required for each appeal; including specific NSW, ACT and Tasmania-centric appeals
  • Arranging and taking campaign-specific photography for use in a variety of appeal collateral
  • Designing letter, DL Flyer and envelope layouts for effective messaging and communication
  • Creating, writing and designing special ‘lifts’ to accompany appeal letters – from posters and flyers to personal diary pages
  • Creating and designing special MS-branded gift cards, including Christmas and Mother’s Day cards, using original designs, specially-created artwork and/or photography
  • Creating and designing MS-branded fridge magnets, stickers and gift tags
  • Writing and designing eDMs for appeals and Follow-Ups
  • Writing and designing all Follow-up and Thank You letters
  • Liaising with mail houses, printers and checking proofs.

“Stephen and Anthony from GoodWords did the copy and creative for my direct mail campaigns for MS for several years. 

“Working with GoodWords was always such a pleasure: their professionalism, flexibility, commitment to deadlines and humour made it a delight to work with them. 

“Together, we collaborated on many successful and beautifully-produced appeals.”

Karen Ping
Donor Development Manager
Multiple Sclerosis

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