This fundraising and engagement campaign for The Donkey Sanctuary's Adoption Scheme focused on connecting supporters with their chosen adoption donkey or donkeys. A fun and quirky pack contained a valentines card from their donkey or donkeys, thanking adopters for their support, and providing returnable heart shaped message cards that allowed supporters to send messages of support and love to their adoption friends. As a secondary message supporters could also make a donation to the wider work of the Sanctuary. The campaigned was personalised to each supporter by delivering a Valentine card that featured not only their personal details but also the names and an image of each of their adoption donkeys. This required a design that was flexible and utilised the latest variable print technology to deliver cards that featured a single and multiple donkeys, up to and including six donkeys.
The campaign proved a huge success with thousands of responses received from supporters delivering 74K+ in donations. Displays of the message cards were also created, delivered and displayed at the multiple adoption sites driving further engagement on social media sharing via Facebook and Twitter.