Robbie Rae

How I wrote it: the NSPCC’s Simple pack

by Robbie Rae

When Robbie Rae started working as a fundraising copywriter at the turn of the millennium, he felt that true masters of direct mail had perfected the art in all its form. Despite that, he thought that it was time to change the orthodoxy. Click here to discover how he wrote a hugely successful pack that did just that.

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Toybox: non semplicemente un appello pasquale

by Robbie Rae

Toybox, un ente di beneficenza dedicato ad aiutare i bambini di strada, ha ideato una campagna intelligente che ha dato ai propri donatori l'ampia scelta. Il risultato: hanno raccolto un regalo medio e hanno distrutto anche il loro obiettivo.

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Toybox: Not just an Easter appeal

by Robbie Rae

During the coronavirus pandemic, Toybox (a charity dedicated to helping street children) came up with a clever campaign that gave their donors plenty of choice. What was the result? They raised average gift and smashed their fundraising target too.  

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About the author

Robbie found himself in advertising aged 23 after realising he was never going to make a living as a drummer. A successful copy test and a slice of good fortune landed him a copywriting job at WWAV Rapp Collins – then, Europe’s largest direct marketing agency. He was instinctively drawn towards the agency’s fundraising accounts which, at the time, included NSPCC, Oxfam, Cancer Research UK and RSPCA. After beating a few long-standing controls, he made group head at 26 and creative director at 32 before being fired for ‘insubordination’ soon after. Suitably chastened, he’s since worked at a number of leading fundraising, healthcare and integrated agencies in London and Bristol – including two years working with Simon at Arthur.

Through work, Robbie has spent time with orphans in the slums of Nairobi, met with expectant mothers in rural Nepal, interviewed adult survivors of child abuse, spoken with the parents of life-limited children, worked with disabled teenagers, listened to people coping with chronic illness and talked to the world-class scientists trying to find the cures. And he's written about them all.

Robbie Rae

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