The document summarizes a case study about a direct mail campaign by OgilvyOne Melbourne for Arts Centre Melbourne. The campaign's objective was to increase donations to Arts Centre Melbourne's First Call Fund, which provides live performance experiences for students, by 23% while mailing to a smaller audience. Ogilvy's strategy was to appeal to the audience's passion for the performing arts by messaging that donations would bring children closer to such arts. The direct mail pack and follow-up postcard achieved an 88% increase in donations, exceeding the target, along with increased response and donation amounts from the previous year.

1. SALLY’S
FIRST
SHOW
CASE STUDY

2. CAMPAIGN
Sally’s First Show
CLIENT
Arts Centre Melbourne
AGENCIES
OgilvyOne Melbourne

3. BACKGROUND
To give as many Victorian
primary and secondary
students access to as many live
performances as possible, Arts
Centre Melbourne set up the
First Call Fund. Since 2008, the
Fund has enabled over 15,000
Victorian students to
experience the performing arts
at Arts Centre Melbourne, many
for the first time. This inspiring
program is funded through the
generosity of donors.
Full case study at: marketingmag.com.au/case-studies

5. OBJECTIVES
The objective of the ‘Sally’s First
Show’ campaign developed by
OgilvyOne Melbourne was to
increase donations by about
23% on the previous year, while
mailing to a smaller audience.
Full case study at: marketingmag.com.au/case-studies

6. STRATEGY
Ogilvy’s insight was simple: the
audience (people on Arts
Centre Melbourne’s mailing list)
want to share their passion for
the performing arts with others.
So the key message was that a
donation to the First Call Fund
would bring children closer to
the performing arts.
Full case study at: marketingmag.com.au/case-studies

8. EXECUTION
OgilvyOne Melbourne
developed a direct mail pack
and follow-up postcard to be
sent to the Arts Centre
Melbourne database to drive
donations.
The follow-up postcard was
sent a week later to those
recipients that had not yet
donated to the fund. The
messaging was tailored to past
and new donors.
Full case study at: marketingmag.com.au/case-studies

9. RESULTS
The pack achieved an 88%
increase on the donation
increase target and 132%
increase on the previous year.
Response rates increased 232%
year on year and the average
donation amount increased by
106%.
Full case study at: marketingmag.com.au/case-studies

10. NEWS, VIEWS
AND RESOURCES
EMAILED DAILY
THIS CASE STUDY IN FULL
Marketing TO YOUR
DOOR 6 TIMES A YEAR
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