We'd previously enjoyed great success through making simple (yet clever) solutions consisting of a letter - and we wanted to keep that approach. Having a letter arrive already opened, taped back shut and stamped by the Department of Corrections, really stands out. Just look at the result.

Our goals were ambitious, since we'd previously managed to break record after record raising money with the simple, yet clever, letters. Still, we surpassed the previous years results by 50%. 13% of the recipients responded with an average donation of 247 SEK.