Médecins Sans Frontières / Doctors Without Borders (MSF) can collect up to 45% tax relief on all annual donations over €250. All they need from their donors is a signature on a form.
Every year, MSF would send their donors a letter with the form, prompting them to fill it in and return it, but participation remained low. They asked for help to change that.
The scheme sold itself, for once we wouldn’t be asking for a donation, just a signature. But to get people to that point, we had to change the narrative. Previously their letters bore a intimidatingly bold stamp that read “important tax information”.
I made one simple change, adding an Asterix and qualifying line.
Important tax information*
*Don’t worry, it’s good news.
This small tweaked parried with positive imagery and simplified body copy helped to increase participation in the scheme, increasing the value of existing donations. Never underestimate the power of a symbol.
Client: Médecins Sans Frontières / Doctors Without Borders (MSF)
Agency: McCann Dublin
Art Direction and Design: Aoife Flynn