In recent years, several new NGOs have been established in Spain, many of which obtain most of their income through mass media campaigns. This has led to message saturation and donor fatigue. Therefore, it is necessary to search for new solutions to expand the donor base, by finding new communication channels or formulas.Intermón Oxfam, an NGO that is devoted to development projects, had never considered targeting a specific group based on its profession, and therefore we suggested making this campaign as a test to prove the effectiveness of this type of action: customising the communication to the reality of the receiver: in this case, architects.

We wanted architects to identify with the problem, through their own experiences as professionals. Who better than an expert in building homes could understand a situation in which thousands of persons lost their homes for ever?We sent a piece of cardboard with a message regarding one of Intermón Oxfam’s projects for rebuilding homes in Gujarat (India), where the 2002 earthquake left thousands of people homeless, and they were forced to take temporary refuge in cardboard facilities such as these, until someone arrived to help them. We gave the architects a telephone number which they could call to make their donations, and obtain additional information regarding the disaster.

Mailouts: 17,000.Lead responses: 850 (5%).Converted into donors: 722 (85%).Investment: €2,100.Approximate income: €3,255.ROI: 155%.