Hard-working DM raises millions for charities.
I’ve been lucky enough to have been asked to develop hundreds of these packs for a whole host of different charities. As an art director and designer, I create fundraising campaigns that turn complex causes into visually compelling, impactful experiences. My work brings together design, insight, and strategic thinking to help charities engage supporters effectively.
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WHAT IS IT?
MS Society Cold DM 2025
A fundraising and awareness campaign for the MS Society built around authentic first-person voices. Using direct quotes from people living with MS, the piece captures the complexity, daily challenges and resilience of those affected before introducing Octopus—the Society’s groundbreaking research programme with the potential to deliver new treatments and real hope for the future. Using their beautiful illustration bank we brought to life the terrifying reality that sufferers see their condition as ‘a monster’.
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INSIGHT
Most people without a personal link to MS struggle to understand what life with the condition feels like. By starting with raw, lived experiences, the campaign sparks empathy and urgency, creating an emotional bridge that motivates readers to support research and accelerate change.
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WHAT IS IT?
The Children’s Trust Spring 2025 Appeal
A spring 2025 matched-funding appeal for The Children’s Trust, designed as a warm, celebratory direct-mail pack. Centred on the story of Shaheena and her son Siddique, the piece highlighted the extraordinary daily effort of children, families, therapists, and donors working together so that every child can live their best possible life. The £10k match fund became the creative hook—inviting supporters to “match the effort” of the children and the team simply by making a gift, designing a neat little jigsaw ‘matching’ device. The campaign resonated with donors and surpassed expectations, raising £50,000 in matched income.
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INSIGHT
Recovery from childhood brain injury is never a solo journey; it’s a collective, tireless collaboration. Rather than positioning donors as outsiders, the concept drew them inside the circle—as an essential cog in the wheel of progress. By framing a donation as an act of solidarity with the children’s own hard work, and by using the tangible incentive of matched funding, the appeal transformed a simple ask into an invitation to share in real, measurable victories.
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WHAT IS IT?
Concern Worldwide February 2021 Warm DM Appeal
A long-form direct-mail appeal for Concern Worldwide, designed to move supporters from empathy to action. The letter transports readers to the remote Lake Chad Basin, where families face an impossible choice: risk violent conflict to reach medical care or watch a child’s treatable illness become deadly. Told through vivid first-person reportage (which included a 4-page annotated letter with images and maps and a photographic contact sheet) telling the true story of baby Jasim—saved by a Concern mobile health clinic—it highlights the courage of medical teams and the urgent need for donor support.
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INSIGHT
Supporters respond most powerfully when they can feel the stakes. Rather than statistics, this campaign offers an immersive narrative: a journey across dunes and conflict zones, a mother’s fear, a baby’s fight to survive. By placing the reader in the field and showing how a single gift can turn despair into survival, the piece reframes “charity” as direct, tangible action—proving that even in the most volatile places, hope can travel on four wheels.
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WHAT IS IT?
Threshold Easter Warm DM Appeal
An Easter direct-mail fundraising appeal for Threshold, Ireland’s national housing charity. Through Brendan’s true story—an elderly widower threatened with an illegal eviction—the letter shows how Threshold’s expert advisors step in to defend tenants’ rights and keep people safely in their homes. To bring this to life, we worked up a call log sheet, an ‘inside track’ design device to illustrate the sort of case that a Threshold helpline worker might receive a desperate call from. Donors are invited to send a seasonal gift to help others like Brendan avoid homelessness and hold on to the places that mean everything to them.
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INSIGHT
Home is more than bricks and mortar; it’s memory, love and security. Older tenants can lose all of that with a single eviction notice, often through no fault of their own. By sharing Brendan’s ordeal and his relief when Threshold intervened, the appeal turns abstract housing policy into a deeply human drama—prompting readers to protect neighbours like Brendan and ensure no one spends Easter fearing the loss of the home they cherish.