Pauline Lockier

How I wrote it: the Salvation Army UK’s first large-scale cold mailing

by Pauline Lockier

In this, the fifth of a series of interviews with leading fundraising writers, Pauline Lockier talks to Fergal Byrne about a fundraising appeal letter written for the Salvation Army in 1990 which subsequently became their control for eight years. In this conversation Pauline tells Fergal how she wrote the letter and what really matters in making sure this kind of letter is a success.

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About the author

Pauline Lockier began her career 26 years ago at Ogilvy and Mather Direct. After five years at Brann Direct Marketing she went on to found Target Direct Marketing (now Tangible Response) with Stephen Pidgeon and Nick Thomas. Today she works as a freelance planner and copywriter, handling fundraising programmes for charities in Ireland and England as well as undertaking ad-hoc projects for commercial organisations and direct marketing agencies.