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Students choose from and answer one of the three charity direct marketing briefs below. They must
consider all aspects of the campaign in their entry, from concept to production, including objectives,
tactics, audience, messages and how to measure results.
The creative briefs are available below or can be downloaded as a
PDF document
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The National Trust
The National Trust is a charity which relies for income on membership fees, donations, property entrance fees and revenue raised from its shops, restaurants and holiday cottages.
We protect and open to the public over 300 historic houses and gardens and 49 industrial monuments and mills. And it doesn’t stop there. We also look after forests, woods, fens, beaches, farmland, downs, moorland, islands, archaeological remains, castles, nature reserves, villages - for ever, for everyone. Our core purpose remains to look after special places for ever for everyone.
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Membership
Around 38% of the Trust’s annual income comes from our membership subscriptions. Without our members we would not exist. Out members are safe in the knowledge that they are supporting and funding the work we do, but they also receive other great benefits:
- FREE entry and parking at more than 300 historic houses and gardens.
- FREE parking at our countryside and coastline locations.
- Members’ Handbook – the complete guide to all of the places you can visit.
- Regional Newsletters packed with details of special events at locations near you.
- Three editions of our magazine, featuring news, views, gardening and letters, exclusively for members.
What we protect
- We protect over 707 miles of coastline in England, Wales and Northern Ireland. In total we look after 626,051 acres (253,349 hectares) of countryside, moorland, beaches and coastline.
- Amongst the historic properties in the Trust’s care are 215 houses and gardens, 40 castles, 76 nature reserves, 6 World Heritage Sites, 12 lighthouses, and 43 pubs and inns.
- The millions of objects in the care of the National Trust reflect its diversity. Conservation staff and volunteers care for an astonishing range of structures and contents, from 26 sets of samurai armour, or 19 magnificent paintings by Turner, to the Oscar awarded to George Bernard Shaw, the national collection of lawnmowers, 57 meat strainers or a photograph album the size of a postage stamp.
Members and visitors
- An estimated 50 million people visited the National Trust’s open-air properties in 2007.
- We have 52,000 volunteers who gave 2.3 million hours in 2007/08
- The Trust now has more than 3.5 million members.
Other facts
- 4 out of 5 of the National Trust’s historic houses open to the public run at a loss. The deficit is made up from central funds.
- We have reciprocal visiting arrangements with thirteen commonwealth ‘National Trusts’, allowing our members access to properties in places as diverse as Australia, the Cayman Islands, Jersey and Malta.
For more information please visit www.nationaltrust.org.uk
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Oxfam
Oxfam is a vibrant global movement of dedicated people fighting poverty. Together. Doing amazing work. Together. People power drives everything we do. From saving lives and developing projects that put poor people in charge of their lives and livelihoods, to campaigning for change that lasts. That’s Oxfam in action.
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Oxfam fights poverty in three ways:
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Campaigning for change
Poverty isn’t just about lack of resources. In a wealthy world it’s about bad decisions made by powerful people. Oxfam campaigns hard, putting pressure on leaders for real lasting change.
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Development work
Poor people can take control, solve their own problems, and rely on themselves – with the right support. Fighting poverty, we fund long-term work worldwide.
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Emergency response
People need help in an emergency – fast. We save lives, swiftly delivering aid, support and protection; and we help people prepare for future crises.
Oxfam in emergencies – conflict and natural disasters
People need help fast when war or disaster cause them to lose their homes and livelihoods. Oxfam has a long record of saving lives in a crisis, and is widely recognised as an expert in public health in emergencies.
After the Tsunami in December 2004, for instance – in which hundreds of thousands of people lost everything – we helped prevent even greater loss of life, providing clean drinking water, temporary shelter and toilets.
Since then, we’ve helped people get back on their feet, funding things like house-building and support for small businesses.
In early 2009, Oxfam began to help displaced women, men and children displaced by fighting in Pakistan, with shelter, clean, safe water and sanitation. We plan to bring relief to around 360,000 people here, and to keep people safe from harm, as we do in all emergencies.
The programme – Oxfam 365
Oxfam 365 is a restricted emergency giving programme. This means that all the money given to us by donors to this programme is spent on emergency response work.
Donors sign up to a regular monthly gift. Their money allows us to prepare and be ready to act quickly in response to disasters. The people caught up in disasters can’t afford to wait for us to raise money – they need us to act immediately.
For more information and case studies visit www.oxfam.org.uk.
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