Freedom From Torture


Freedom from Torture (FfT) is the only UK charity dedicated to helping torture survivors from around the world. We were tasked with creating an engaging, successful DM appeal for warm supporters that would encourage cash donations on top of regular giving. The subject matter of FfT can often make appeals quite hard hitting and overwhelming.


Our campaign strategy engaged supporters in new ways. The appeal took supporters directly into a group therapy session, asked them to participate through a personal reply device, and provided a space for the supporter in the work of Freedom from Torture: “this is where your money goes; these are the people you help; this is how you help survivors to heal.”


The DM appeal was extremely successful and hit 114% of target in just five weeks. It has now exceeded the year-end target in less than three months. The average gift at £65 from the lapsed segment was over double that of normal supporters – an incredible result.