The work a charity is best known for is often best for recruiting new donors. There may be lots of other interesting work, but that isn't necessarily the strongest fundraising proposition.

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Railway Children's insert hadn't been performing well, so when they gave me the chance to beat it, I went back to basics.

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£23.05 is a believable ask and is broken down inside this insert to show exactly how a donation could be spent. It's real and it's tangible.

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This insert beat the control by 100% in many  of the titles it was placed in.