Rigi Appeal

The problem

The Blue Rigi (an influential late watercolour by Turner) came up for auction. The Art Fund, woking with the Tate, had just five weeks to raise £5 million to help save the work for the nation and prevent it leaving the country.

The solution

The pack combined all the key elements of a great DM appeal. We had a deadline. We had a clear funding target. We had a story to tell and a hugely emotive ask. We doubled the target (despite having 50,000 fewer donors to mail than originally thought), saved the painting and won best DM campaign at last year's IOF Awards.