Working with interactive design agency Complete Control, we helped ActionAid write an email campaign to engage supporters with child sponsorship.

With a Children’s Bafta on the mantelpiece, the folks at Complete Control know a thing or two about communication. When ActionAid asked them to design a series of emails to keep supporters up-to-date about the children they sponsor, Complete Control commissioned us to write the content.

ActionAid child sponsorship is an incredibly powerful way to tackle poverty. Your sponsorship is helping Jasmine and her community – and for that we’re enormously grateful.”

— ActionAid email

Our challenge was to balance ActionAid's distinctive tone of voice with the demands of writing for email. Including as much personalisation as possible, we made sure the copy – based on their successful print campaign – followed the golden rule of being useful, ultra-specific, unique and urgent.

Research has shown that stories are far more persuasive than statistics alone. So the emails made use of personal stories of children sponsored through ActionAid, children such as Lekelini Chikale.

Just 10 years old and abandoned by his father, Lekelini was left to live or die on the streets of Lilongwe in Malawi. Fortunately, Lekelini was found by Irene Ngomano, a social worker at Chisomo Children’s Centre. Run in partnership with ActionAid, the centre works with street children to help them return to their families and communities.”

— ActionAid email

The result was a compelling series of emails that any sponsor would find it hard to ignore, no matter how busy they were or how full their inbox.

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