Background

Every Australian knows Healthy Harold. As the mascot of Life Education, he goes to schools to talk to kids about smoking, drugs, healthy eating, bullying and so on. Healthy Harold has been around for over 35 years, travelling Australia in mobile learning centre vans and reaching out to the country’s youth and their parents. 

Life Education itself works to help children and young people make safe and healthy life choices through empowering education. Their aim is that every child and young person should achieve their potential. 

Up until 2015, however, the corporate community in Queensland had not been approached for their support. So the decision was made to send a letter to these potential donors, within the state. 

Creator / originator

Steve Thomas and, for Life Education, Greg Potent.

Special characteristics

The proposal sent to prospective donors was simple – you might even argue crude – but hugely effective. Simple bullet points outlined Life Education’s mission, objectives and how donors could make a difference in the lives of young people. 

Here is the breakdown that was included with the letter:

The amounts requested and explained were ambitious and detailed but presented in clear and concise terms, allowing donors full visibility of where their money would go. 

Influence / impact

The letter only went to a few hundred prospective donors in Queensland but the response was terrific. The combination of a clear ask, paired with the iconic voice of Healthy Harold, had a strong impact on donors.

Results

The campaign brought in AU$70,000 including an incredible single AU$50,000 donation, which is a record for me, beating a previous high of AU$35,000. Never before in my long and varied career has one donor sent so much in one go!