Amy Oberholzer, head of individual giving and Philippa Bell, senior designer, Prostate Cancer UK Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Balancing direct marketing and brand
in-house: keeping the seesaw level
Amy Oberholzer, Head of Individual Giving
Philippa Bell, Senior Designer

2. INTRODUCTION
Amy Oberholzer
Head of Individual Giving
Philippa Bell
Senior Designer

3. THE CHALLENGE
DM and Comms teams
working as entirely
separate entities.
Artwork sent to comms
team for approval at
the 11th hour.
Feedback met with
reluctance and
frustration.
2010

4. CODE_LEAF
Prostate Cancer UK is a registered charity in England and Wales (1005541)
and in Scotland (SC039332). Registered company 02653887.
Research has
knocked out a
cancer I’d been
told was going
to kill me.
Becoming
a grandad
Cycling John
O’Groats to
Land’s End
Catching
that Led Zep
reunion tour
Surfing
Pipeline
in Hawaii
In 2003, Ian Liston was diagnosed with
advanced prostate cancer, which had spread
to his bones. Thirteen years and seven clinical
trials later, his cancer has been downgraded
from a terminal to a chronic illness.
“The treatments were experimental, but as
I didn’t have any other options, I thought I’d give
it a go,” he says. Ian took part in clinical trials of
drugs including docetaxel and figitumumab,
then abiraterone, followed by olaparib.
“By then, all the trials had kept me alive for
seven years, meanwhile clinical understanding
of a type of radiotherapy had progressed, and
doctors thought it could be an option for me.
In 2013 I had a 36-day course as part of
another trial. The side effects have been
difficult but manageable and touch wood, it’s
knocked out a cancer that I’d been told was
going to kill me in the near future.”
Ian is very grateful to still be alive and kicking
and he and his wife are making the most of
their retirement. After 40 years in the
entertainment business (including a role in
Star Wars: The Empire Strikes Back), he’s
writing his autobiography.
Ian’s story shows how much we can achieve in 10 years.
Please donate today so we can give more men
the best years of their lives.
ve just had a CT scan, but I’ve said I
on’t want the results until we’re back
om our big holiday. My wife retired a
ouple of years early so we could spend
more time together and she and I are
bout to go on a cruise. Columbia,
Mexico, finishing in San Francisco –
’s always been on my bucket list.
We’re determined to make the best
f whatever time we’ve got, with each
ther, our children and our grandsons.
unding more research is so important
ecause prostate cancer really can
trike anybody – your father or your
rother, even your son (my dad was 67
when I was diagnosed). Only more
esearch can protect those men and
ive you time to spend together.”
We don’t
know if I’ve
got one
year, two
years, five
years, or
somewhere
in between.
Agencies showed a lack of understanding of the packs:
• lacklustre copy
• designs that weren’t suited to our brand
• time wasted on rewriting and redesigning packs.
2010
Prostate cancer is still one of the biggest killers of men
in the UK. Yet diagnosis and treatment is still a decade
behind many other cancers. With your help, we’re fighting
to change this.
The diagnostic test for prostate
cancer is unsophisticated, invasive
and not always accurate – it’s a
process that was developed in
1966. Meanwhile, other cancers
can be detected with a relatively
simple scan.
Thanks to your support, all that
could change one day. Research
we’re funding through Professor
Reyer Zwiggelaar is looking at
whether using ultrasound and MRI
scans together could lead to a
simpler, more accurate diagnosis.
Overlaying the two images could
give doctors a better image of
the prostate, how advanced the
cancer is, where it’s located and
whether it’s spread.
This research is still in its early
stages. But one day it could
mean more men diagnosed,
more accurately – and more lives
saved. With you in our corner, we
hope to continue investing in this
promising area of research.
This is just one of 66 exciting
research projects that are
underway today, thanks to you.
You’re in our corner
finding answers
You’re in our corner
leading change
The quality of diagnosis and treatment for prostate cancer still varies hugely
across the UK. For instance, research has shown that 90% of men in Greater
Manchester had their prostate cancer tests fully explained to them in 2012 –
while in Dorset only 60% of men did.
With you in our corner, we’re fighting to
change this. This year we launched the
Prostate Cancer UK Quality Checklist – a list
of 15 basic standards of care and treatment
all men should expect to receive.
With your support we’re campaigning hard
for full nationwide adoption of the Quality
Checklist. We already have the backing of
over 200 MPs and MSPs, which has helped
lead to the Quality Checklist being used by a
growing number of Clinical Commissioning
Groups and Health Boards.
This is an incredible achievement – and we
couldn’t have done it without you.
We’re working hard to provide men living with prostate cancer with the
information and support they need. With you in our corner, we’re expanding our
services out into communities. This year we’ve opened six regional centres
in areas where there are gaps in service provision. By working in the heart of
communities we can reach more men, raise awareness of prostate cancer and
provide vital support. We are also partnering with local organisations to deliver
services such as relationship counselling and support groups.
We’re excited by the potential of this work to reach more men, and we hope to
open three more centres this year. From diagnosis to decision making, from
treatment options to living with side-effects, we hope to support men at every
stage of their journey. We’ll be able to empower more men with the information
they need, to help them take control of their care. And that’s thanks to you.
You’re in our corner
supporting men
Dr.AxelThompson
Prostate cancer associated fibroblasts cells
under the microscope
You may have seen coverage of
biomarkers in the media recently and
wondered what they are. A biomarker is
something that highlights a difference
between two biological states, for
example the difference between a
cancerous cell and a non-cancerous cell,
or a cancer cell before and after treatment.
The biomarker itself can be anything from
a gene, a protein, or a chemical structure,
to a part of a cell or molecule.
The more biomarkers we can find, and the
more we learn about them, the better placed
we’ll be to:
• Tell exactly which men are at a high risk of
prostate cancer.
• Diagnose prostate cancer earlier, including
whether it’s aggressive or non-aggressive.
• Predict how a man’s prostate cancer
is likely to respond to treatment.
Professor Bevan’s project is a great
example of the sort of work we need your
help to fund. She has recently secured
funding from Prostate Cancer UK to
research a specific group of protein
biomarkers, known as nuclear receptors.
Nuclear receptors are already helping
doctors save women with breast
cancer. By looking at the levels of these
receptors within breast cancer tumours,
doctors can predict how aggressive the
breast cancer is, and what treatments
are most likely to be successful for that
particular tumour.
We don’t yet have a system like this for
classifying prostate tumours, but Professor
Bevan believes that because prostate
cancer and breast cancer tumours are
similar, nuclear receptors could be used
in the same way in prostate cancer.
The outcomes could be life-changing:
• Men with prostate cancer and their
doctors would be able to make more
informed decisions about their treatment.
• Doctors would be able to decide what
treatment is likely to work best.
• Men with inoperable prostate cancer
would live longer, because they’ll get
the best treatment first.
Help us fund game-
changing research
into biomarkers
Research project:
Improving targeted
therapy for men
with prostate cancer
Professor Charlotte Bevan
This project has the potential to
expand the number of treatment
options for prostate cancer. It is
at an early stage but we are hopeful
it will really make a difference.
Professor Charlotte Bevan
PSA is the best-known
biomarker in prostate cancer
If you or someone you know has had
prostate cancer, then you will almost
definitely have heard of the PSA test.
PSA stands for Prostate Specific Antigen.
It’s a risk biomarker – if you have a higher
than expected level of PSA in your blood,
then you’re at an increased risk of having
prostate cancer. But it can’t diagnose
cancer on its own, so further tests are
needed to be sure.
Alan’s
journey
with
prostate
cancer
One of three
more familie
We’ve just launched a b
where we think we can
Research into biomarke
Better diagnosis
Biomarkers will help us
find and treat aggressive
cancers earlier, and
accurately spot the
non-aggressive ones,
so that men can avoid
unnecessary treatments.
1.
2006
Alan is diagnosed
with prostate
cancer. Casedex
lowers his PSA
from 189 to 37.
2007
Alan’s PSA
starts to
rise again.
Zoladex
injections
help to lower
it again.
2009
Alan’s first
grandchild Lily
is born. Alan’s
club, Everton
FC, come fifth
in the league
and are FA Cup
runners up.
2010
Alan is having major
problems peeing.
TURP (Trans-Urethral
Resection of the
Prostate) surgery
completely transforms
his life; going to the toilet
becomes much easier.
2011
Alan’s second
grandchild
Heather is born.
Alan undergoes
Radiotherapy.
2012
Alan’s third grandchild Rohan
is born, but during the same year
his cancer spreads into his lymph
nodes and he is diagnosed with
advanced prostate cancer. He
begins taking abiraterone,
with zoledronic acid. This stops
the cancer spreading.
2015
Alan’s fourth grandchild
Harry is born. Still on
abiraterone, Alan’s
PSA gets as low as
3, but then begins
to creep up again,
reaching 7 by October.
The doctors
gave me 10 more
Christmases.
This could be my last one.
ThisChristmas,
200familieswill
loseamantheylove
toprostatecancer.
Ifundelivered,pleasereturnto:ProstateCancerUK,YorkHouse,WetherbyRoad,LongMarston,YORKYO267NH
ProstateCancerUKisaregisteredcharityinEnglandandWales(1005541)andinScotland(SC039332).
Registeredcompany02653887.
XXXXX_OEXX-XX
Prostate Cancer UK is a registered
charity in England and Wales (1005541)
and in Scotland (SC039332)
Registered company number 2653887
VAT 905 9415 18
WITHYOU
INOURCORNER
Thanks to you, we are improving
research, treatment and support
for men with prostate cancer –
giving them a fighting chance.
Men deserve better. Help us give
them the best chance we can.
To donate, please call 0845 120 1469,
return your donation form or visit
prostatecanceruk.org/donate
HOWYOU’REFIGHTINGTHECORNERFOR
MENWITHPROSTATECANCER
Tests, treatments and support for prostate
cancer are seriously inadequate. And
prostate cancer still kills a father,
brother, son, husband or friend
every hour of every day.
Your support is helping
us change this.
Here’s how.
LT2013022

5. In summary, the needs of the DM team and the brand were out of balance.
The result – mailings that weren’t on brand or hitting targets.
2010
BRAND
DM TEAM

6. TRIAL RUN
• Ran workshops internally to educate our agencies on our brand,
audiences and research
• Issues still weren’t resolved, so...
• Sought internal sign off to test a pack in-house
• Ran a trial pack for our smallest appeal (Autumn)
2016

7. AUTUMN 2016 APPEAL
By 2016, the design team:
• Were more involved with the process
• Had gained experience and knowledge of mailings
• Our two teams had built mutual trust and respect.
The result: the design team were invited to pitch
designs alongside agency
2016

8. As you’re
reaching for
that ‘lifesaving’
glass of red…
Mr Adam Sample
22 Sample Street
Sample Town
Sampleshire
SA1 2AS
Freepost
RTKJ-YBAJ-GKKG
Dr
Iain
Frame
Prostate
Cancer
UK
York
House
Wetherby
Road
Lond
Marston
YORKYO26
7NH
Pleaseaffix
postage
stamp
hereto
help
reduce
ourcosts.
TFDDDAFDFDDAAFDDADAADADTTAADFADAAAAT
Prostate Cancer UKFourth FloorThe Counting House53 Tooley StreetLondon SE1 2QN
Supporter Care 0300 045 0001
supportercare@prostatecanceruk.org
prostatecanceruk.org
...so are we.
Increase the value ofyour donation by 25%through Gift AidYes, I am a UK ttre
Yes, I’m helping to make the next
breakthrough for men with prostate cancer
My details: Please amend your details if incorrect.
Important: Please tick one of the donation bo
Method o
Dr Iain Frame
Dear Mr Sample,First, I want to say thank you for your support for Prostate Cancer UK so far.
As Director of Research, I have a clear overview of both our research funding and the
progress we’re making, and that means that I can tell you with absolute certainty that you
are making a big difference.Sometimes the idea of relaxing with a nice glass of wine at the end of the day might feel like a lifesaver.
But the reality is that the real lifesaver for men with prostate cancer is very different.
I love meeting our supporters, and the men with prostate cancer who are right at the heart of our work.
It really brings home why we do what we do. But I have to admit that I’ve sometimes found it upsetting to
speak to men with advanced disease, who I know won’t be cured. However, the progress we’ve made,
thanks to supporters like you, has been enormous. Now I find myself talking to more and more men who’ve
been living with advanced prostate cancer for ten years or more, which would have been unthinkable even
a few years ago.
It’s that sense of seeing a real change that keeps me coming into work each day, and I hope it will also
encourage you to keep supporting this important cause, because despite all the new treatment options we
now have available, too many men still receive treatments that don’t work for them. This is what keeps me
awake at night, trying to find the answers that will enable us to find the right treatment for every man.
And with your continued support, I know we can do just that.
Mr Adam Sample22 Sample StreetSample TownSampleshireSA1 2AS
Mr A Sample, 123 Sample street,
Sample town, Sample shire AB12 3DE
<CONSTITUENT ID> <APPEAL CODE/PACKAGE CODE>
£XX or £XX or £X
TFDDDAFDFDDAAFDDADAADADTTAADFADAAAAT
It sometimes feels
likealifesaver,right?
Autumn 2016 appeal

9. THE RESULTS
Response rate
increased by
more than 4%.
Average gift went
up by just over £4.
Return on investment
increased by over £7!
2016

10. 2016 AND BEYOND
The amazing results meant the time was right to bring the DM appeals fully
in-house. However we still had a lot to learn over the next few years.
BRAND
DM TEAM
2016 2017 2018

11. STEPS TO SUCCESS
Our top tips for creating a winning appeal that
balances the needs of both DM and the brand

12. 1. CULTIVATE GOOD WORKING RELATIONSHIPS
• Manage expectations from the start
• Communication is key
• Test and learn culture
2018

13. 1. CULTIVATE GOOD WORKING RELATIONSHIPS
• Agree timetable/processes that work for all teams
1. DM/Comms/research briefing workshop
2. Design team brainstorm
3. Concept presentation
4. Director approval
5. Pack development
6. Liaise with printers to send print-ready artwork
2018

14. 2. ENSURE YOU HAVE THE RIGHT PEOPLE AND SETUP IN-HOUSE
• DM, Communications, Design, Research
teams all involved
• Ensure you have buy-in from senior staff
from the very beginning
2018

15. 3. RESPECT THE KNOWLEDGE AND EXPERTISE OF EVERYONE INVOLVED
1. Recognise that everyone has different skills and play to
their strengths
2. Use audience insight to deliver targeted packs
– Standard Value/High Value/Raffle
2018

16. Christmas 2017 – Standard Value appeal
This Christmas,
you could
save future
generations
of men
Donatenowand
getyourmanof
mendecoration.
Ifundelivered,pleasereturnto:ProstateCancerUK,YorkHouse,WetherbyRoad,LongMarston,YorkYO267NH
ProstateCancerUKisaregisteredcharityinEnglandandWales(1005541)andinScotland(SC039332).
Registeredcompany02653887.
4695
13DMAJ17
Postagestamp
togohere
Freepost
RTKJ-YBAJ-GKKG
Dr
Iain
Frame
Prostate
Cancer
UK
York
House
Wetherby
Road
Lond
Marston
YORKYO26
7NH
Pleaseaffix
postage
stamp
hereto
help
reduce
ourcosts.
TFDDDAFDFDDAAFDDADAADADTTAADFADAAAAT
Fourth floorThe Counting House53 Tooley StreetLondon SE1 2QN
Telephone 030 0045 0001
Fax 020 3310 7107info@prostatecanceruk.org
prostatecanceruk.org
If this letter reaches you at a difficult time, please accept our sincere apologies for any distress this communication may have caused. It is never our intention to cause any upset.
Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). A company registered in England and Wales and limited by guarantee (02653887).
VAT 905941518. Registered office: Fourth floor, The Counting House, 53 Tooley Street, London SE1 2QN.
Help give men more Christmases
with the people who love them.
Hayley and Rory share memories of
Grandpa Bernie
Rory writes a message to Grandpa
Bernie to put up on the Christmas tree
FOLD
Standardvalue-rafflelapsed/lapsing
Dear Mr Sample,
I’d like to take this opportunity in the run up to the festive season to
thank you for taking part in one of our previous raffles, and to let you
know you’ve helped to change the way prostate cancer is treated.
Your generosity is more important than ever, because every 45
minutes, somewhere in the UK, a man dies from prostate cancer.
Someone’s father, brother, uncle, grandfather or friend.
Last year, Hayley Yarnley and her four-year-old son Rory spent their
first Christmas without Grandpa Bernie.This Christmas, a gift of Ask One can give other
men more time with their families.
As you’ll read in our enclosed leaflet, Bernie was adamant that
research would change the way prostate cancers like his were
treated by the time his grandson grew up. And now, thanks to your
previous support, we’ve committed funds to the first phase of a
revolutionary clinical research programme that will do exactly that.
This will change the way men with advanced prostate cancer are
treated forever.
This is world leading, first of its kind research, that aims to discover
and test new biomarker/treatment combinations in men with
advanced prostate cancer as soon as they’re diagnosed. This
means using each man’s cancer DNA to discover the genetic
change that’s driving his particular prostate cancer, and matching it
to the treatment that is most likely to halt the disease.
Continued overleaf...
Mr A Verylongsamplename
House name1ANY streetAny townAny shireA12 B34
CONSTITUENT IDAPPEAL CODE PACKAGE CODE
TFDDDAFDFDDAAFDDADAADADTTAADFADAAAAT
4695 DM Christmas appeal 2017_LETTER_RLL.indd 1
They’re onto
something now,
Hayley! They’re
almost there…
it’s for Rory now.
Bernie McDermott,
April 1951 - December 2016
4695 DM Christmas appeal 2017_BOOKLET_v6.indd
1
29/09/2017
15:49
Donate now andget your FREE manof men decoration.
FREEman of men
Christmas
decoration

17. Christmas 2017 – High Value appeal
Cancersarelike
snowflakes,each
oneisunique.
ProfessorHarold
Varm
us
Prostate Cancer UK
Fourth floor
The Counting House
53 Tooley Street
London SE1 2QN
Supporter Care 0300 045 0001
supportercare@prostatecanceruk.org
prostatecanceruk.org
[Month 2017]
Dear [insert name],
The festive season, and the end of the year, is often a time for reflection, and the last couple of
years have certainly given us all plenty to reflect on.
In 2016 we launched not only a new charity strategy, but a new research strategy too, both
outlining how we intended to halve the number of men dying from prostate cancer within ten
years. At that point, we talked about the impact that precision medicine – that is, treatment that’s
tailored based on an individual’s genetic information – would have on prostate cancer survival.
Precision medicine has already transformed the way breast cancer is treated, and experts
around the world predict that it will become the new gold standard for cancer care. In fact, earlier
this summer Dame Sally Davies, England’s Chief Medical Officer, called for genomic testing to
become a routine part of NHS care for people with cancer and rare diseases.
Will you give Ask one to make genomic testing a reality for men with
prostate cancer?
Sadly these advances will come too late for Bernie McDermott, whose daughter Hayley, has
taken this opportunity to thank you personally for your support later on in this pack. But research
we fund now will come in time to make a difference to other men like Bernie and to boys like his
four-year-old grandson, Rory. You can read more about Bernie’s story in the enclosed leaflet.
Your previous generosity means that now, in the run up to the festive season, we can finally
announce funding towards the initial phase of a revolutionary programme of clinical research for
men newly diagnosed with metastatic prostate cancer. This world leading research programme
aims to discover and test new biomarker/treatment combinations in men whose cancer has
not yet become resistant to hormone therapy. The ‘big idea’ behind this research is to find the
genetic changes that drive each man’s cancer and use treatments targeted specifically to those
mutations to destroy them.
Results from the first two arms of the STAMPEDE clinical trial last year and earlier this year
showed very clearly that giving men life-extending treatments like docetaxel or abiraterone
early on, before their cancer becomes resistant to hormone therapy, can help men survive for
years longer.
Similarly, initial results from the TOPARP trial for men whose prostate cancer is resistant to
hormone therapy, and are at a later stage of the disease, were equally positive. This work, led
by Professor Johann de Bono at the Institute of Cancer Research, demonstrated that doctors
could specifically select men who have a mutation in one of the genes responsible for repairing
damaged DNA for treatment. They found that using a drug that targets that genetic change
helps men live significantly longer with what is otherwise a lethal disease.
Continued on next page
[CON ID] [APPEAL CODE] [PACKAGE CODE]
We didn’t talk about his cancer all the time, but I’d havedebriefs with my dad every so often, and he’d give mesnippets of how he was feeling. Dad wasn’t one to go full
on emotional, but we knew he was scared.
Despite that, Dad never Googled his diagnosis or howlong he might be around for. But he did look up theresearch. He just knew that breakthroughs were on theway. He’d say ‘They’re on to something now, Hayley!They’re almost there!’ He knew that research would make
a difference. He said, ‘There’ll be a cure one day. There’ll
be a time when they can stop it. It’s not about me, it won’t
happen in my lifetime, but it’s for Rory.’
At the start of December 2016, Mum and Dad went toEdinburgh. Dad was feeling great, he had a great timeat the Christmas market and then he came back on theFriday in severe pain. He managed a night at home andthen on Saturday, for the first time in the whole of hiscancer journey, I had to call an ambulance.
The doctors said he would definitely come home.Dad wrote me a Christmas list, because he was theChristmas shopper and cooker – that’s how certain wewere. But they were doing a lot of MRI scans while he was
in hospital. Three days later they found that the cancer had
spread everywhere. On Sunday 18 December, he slipped
into a coma, and died on 19 December last year.
My dad would be over the moon about the new researchthat Prostate Cancer UK is funding. Research is vitalto finding out which treatments will suit each man.Every man’s different, and every cancer’s different.My dad used to sit next to a man of the same age in thehospital. He was the same build and had the same typeof cancer, but they’d react completely differently to thetreatments. Despite this they both had to follow the same
pathway. He’d be relieved, I think, for the men out there
who are sons, dads, grandads. To know that there’s anopportunity, a chance. And that’s what you need whenyou’re going up against prostate cancer. You need hope.
Bernie McDermott was, in the words of his daughter
Hayley, a wonderful man. At 59, he had retired asChief Inspector of the West Mercia Police Force, andwas looking forward to enjoying his retirement.Then he was diagnosed with prostate cancer.
“By the time Dad was diagnosed the prostate cancer had
already advanced,” says Hayley. “It was in his prostate,the surrounding tissue, his hips, his spine and his ribs.
He was heartbroken about his diagnosis, and I think itwas the first time I felt that I had to be the grown up,because there was the man, the rock, the centre ofour little family, poorly. It took him a while to accept hisdiagnosis, but then I think he realised that he couldstill choose to carry on, and to live the rest of his life.And that’s what he did.
My fondest childhood memories were of swimmingwith my dad every Sunday; trying to distract him whilehe swam his lengths. But I suppose my most recentmemories are of him with his grandchildren.
When my son Rory was born, Dad was about to startchemotherapy. Mum and Dad were waiting in the hospital
for me. I handed my dad his first grandchild, knowingthat he had prostate cancer and that his time with uswas limited. It was a huge moment. He had the biggestbeaming smile under his moustache as he held Rory forthe first time.
As Rory got older, his relationship with my dad wasexactly what a grandfather – grandson relationship should
be. My dad wasn’t a ‘settle for a handshake’ kind of aman. He wanted Rory to know how much he loved him.And as for Rory, he’d always look out for his Gran-Gran,
as he called him, and when he saw him he’d just sprint
to him.
Two years later, Lydia came along. By that point, it wasvery obvious what direction Dad’s prostate cancer wastaking him in, and I was with my mum and dad every day.
So Lydia was with my dad all the time, and I really thinkshe helped him through those last years.
Bernie’sstory
4696
Donate today to help menwith advanced prostatecancer spend more
Christmases, and makemore precious memories,with the people they love.Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company 02653887.
Bernie McDermott10 April 1951 - 19 December 2016
Every45minutes,somewherein the UK, a man dies fromprostate cancer.
This is shocking. But it isn’t inevitable. We are confidentthat with your ongoing support, our new precisionmedicine research programme will help us takesignificant strides towards halving the number of mendying from prostate cancer each year in the UK overthe next ten years.
Part of the reason we’re so confident of the eventualsuccess of this research is the rigorous applicationprocess any research proposal is subject to beforewe decide to fund it. This ensures that we only fundhigh quality, feasible research that represents a goodinvestment and will have a positive impact on the livesof men with and at risk of prostate cancer.
1The research team at Prostate Cancer UK first checkthat the proposal fits within our research strategy, before
sending it off to at least three relevant international experts
for peer review.
2If no serious questions are raised at this stage, theapplication goes on to be assessed by our GrantsAdvisory Panel. These are members of the public whohave been personally affected by prostate cancer,and who volunteer to read the lay summary of eachapplication. The purpose of this panel is to comment onthe importance of the research being proposed to menwith prostate cancer, and the potential impact it couldhave. They also highlight any potential difficulties theresearchers might face in recruiting men to theirclinical trials.
3In the case of this research, the Grants Advisory Panelconcluded that: “The proposal addressed an extremelyimportant issue that would build upon the very promisingSTAMPEDE study.” Our panel concluded that, “Theapplicants made a good case for why this research isneeded, as well as the importance of getting treatment
earlier, and in a more focussed, targeted approach.”
They added that, “Patient and public involvement hadbeen clearly thought through and was considered astrength of the proposal. In particular, the inclusion ofgenetic counselling was considered a good addition.”Furthermore, “The panel had confidence that thetissue collection and patient recruitment would beconducted well.”
4After the Grants Advisory Panel has assessed theproposal, it goes to our expert Research AdvisoryCommittee, where it is again reviewed by experts in thefield before being judged on how fundable it is, and howhighly it should be prioritised for funding.
Ourresearchprogramme
Bernie with
his wife Sue
Bernie with Sue and
their grandchildern
Rory and Lydia
He knew that researchwould make a difference.He said, ‘There’ll be acure one day. There’llbe a time when they
can stop it.’
My dad would be overthe moon about the
new research ProstateCancer UK is funding.Research is vital to findout which treatmentswill suit each man.
Bernie with his
grandson (Rory)
Front page (pg 1)
Pg 5
Page 6
4696 DM Christmas 2017 HV_BOOKLET Z-FOLD_FINAL.indd 2
03/10/2017 12:57

18. 3. RESPECT THE KNOWLEDGE AND EXPERTISE OF EVERYONE INVOLVED
Be flexible with the brand when designing
1. Flex the creative guidelines where required
2. Keep the audience in mind if there are
differences of opinion on the artwork
2018

19. Please use these complimentary address stickers for a quick
and easy entry into the draw.
Increase the value of your giftby 25% at no cost to you byopting into Gift Aid below:I am a UK taxpayer and would like
Prostate Cancer UK to claim back the tax
on this donation and all donations I have
made for the four years prior to this date,
and all donations I make from the date of t
declaration until I
I enclose tickets sales totalling £ _I would like to add a donation of £ _Total payment:
1
Spring Raffle 2018 Payment SlipIf any of the following details are incorrect, please amend:
YES, I want the chance to win £3,000 and help secure a better future for men!
3rd prize:20 prizes x £50
1st prize:
£3,000
2nd prize:
£1,000
RAFFLE2018
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mr A B Sample, Sample Building,123 Sample Street, Sample Area, Sample
Locality, Sample TownAB12 3CD
Reference numberID XXXXXXXXXXXXXXX
Dear SV label name,
A win for you and a win for men with prostate cancer!
Now that the warmer months are just around the corner for us, why not try your
luck again in our Summer Raffle and be in with a chance of winning £3,000 to
spend any way you wish! And remember every time you play the raffle you’re
helping to change the future for men and their families everywhere.
You may already know that prostate cancer is now the third biggest cancer killer
in the UK so now even more than ever, we must come together to stop this.
To do this we need to move science forward and invest heavily in research,
focusing on better diagnosis, better treatment and better prevention. Through
this research, we hope to halve the number of expected deaths from prostate
cancer by 2026 – that’s over 7,000 lives saved a year.
By playing the Summer Raffle, you’ll be contributing to the development of new
tests and treatments that can save thousands of lives, all while giving yourself
a chance to win £3,000 to spend on yourself, and your loved ones.
You could make your holiday dreams a reality, or perhaps find the
perfect excuse to splash out on a big celebration with friends, or even
make some home improvements. The choice is yours and with the
opportunity to win cash prizes your options are endless.
To enter you can buy or sell the XX tickets enclosed, all you need
to do is pop the ticket stubs in the return envelope enclosed. Or, if
you prefer it’s just as easy to enter our Summer Raffle online by
visiting raffleentry.org.uk/prostatecancerukTurn the page to find out about our exciting
extra Super Seller prize…
123456789
Sampletown
AB1 2CD
mple Area
Sample Locality
Sampletown
AB1 2CD
Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CDMrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
SEED/123456789
S1/012340021668/39800246*****
Mr A B Sample
Woods Group
Bumpers Way
Bumpers Farm
Chippenham
SN14 6NG
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
ampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Ifundelivered,pleasereturnto:ProstateCancerUK,YorkHouse,WetherbyRoad,LongMarston,YorkYO267NH
ProstateCancerUKisaregisteredcharityinEnglandandWales(1005541)andinScotland(SC039332).Registeredcompany02653887.
5109APPEALCODE
RAFFLE 2018
A chance to win £3,000 and to
help secure a better future for men.
EnterourspectacularSummerRaffleforachancetowin
3rdprize:£50 2ndprize:£1,000
Useyour
personalised
labelhere
Achancetowin £3,000 andto
helpsecureabetterfutureformen
Close date: 28 August 2018
Draw
date: 4 Septem
ber 2018
£1perticket
Pleasedonotdetachcounterfoilsfrom
spine
ProstateCancerUK
SUMMER RAFFLE 2018
Please complete in
BLOCK
CAPITALS
Nam
e:
Address:
Postcode:
Telephone:
Please return cheques, counterfoils and
unsold
tickets by 28 August 2018 to:
Prostate Cancer UK, Bumpers W
ay,
Bumpers Farm, Chippenham
SN14 6NG
RAFFLE2018
3rdprize:£50
2ndprize:£1,000
Enter our spectacular Summer Raffle for a chance to win
3rd prize: £50
2nd prize: £1,000
Summer 2018 raffle – our proposed artwork

20. Please use these complimentary address stickers for a quick
and easy entry into the draw.
Increase the value of your giftby 25% at no cost to you byopting into Gift Aid below:I am a UK taxpayer and would like
Prostate Cancer UK to claim back the tax
on this donation and all donations I have
made for the four years prior to this date,
and all donations I make from the date of this
declaration until I notify you otherwise.*I am not a UK tax payer, Gift Aid doe
apply to me.
I enclose tickets sales totalling £ _I would like to add a donation of £ _Total payment:
£ _Tick here if you would prefer not to re
1
3
Spring Raffle 2018 Payment SlipIf any of the following details are incorrect, please amend:
YES, I want the chance to win £3,000 and help secure a better future for men!
3rd prize:20 prizes x £50
1st prize:
£3,000
2nd prize:
£1,000
PLAY OUR SPECTACULARSUMMER RAFFLE!A win for you and a win for men with prostate cancer!
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mr A B Sample, Sample Building,123 Sample Street, Sample Area, Sample
Locality, Sample TownAB12 3CD
Reference numberID XXXXXXXXXXXXXXX
011
Dear SV label name,
Now that the warmer months are just around the corner for us, why not try your
luck again in our Summer Raffle and be in with a chance of winning £3,000 to
spend any way you wish! Remember, every time you play the raffle, you’re helping
to secure a better future for men at risk of prostate cancer and their families.
You may already know that prostate cancer is now the third biggest cancer killer
in the UK so now even more than ever, we must come together to stop this.
To do this we need to move science forward and invest heavily in research,
focusing on better diagnosis, better treatment and better prevention. Through
this research, we hope to halve the number of expected deaths from prostate
cancer by 2026 – that’s over 7,000 lives saved a year.
By playing the Summer Raffle, you’ll be contributing to the development of new
tests and treatments that can save thousands of lives, all while giving yourself
a chance to win £3,000 to spend on yourself, and your loved ones.
You could make your holiday dreams a reality, or perhaps find the
perfect excuse to splash out on a big celebration with friends, or even
make some home improvements. The choice is yours and with the
opportunity to win cash prizes your options are endless.
To enter you can buy or sell the XX tickets enclosed, all you need
to do is pop the ticket stubs in the return envelope enclosed. Or, if
you prefer it’s just as easy to enter our Summer Raffle online by
visiting raffleentry.org.uk/prostatecancerukTurn the page to find out about our exciting
extra Super Seller prize…
123456789
mple Area
Sample Locality
Sampletown
AB1 2CD
Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CDMrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
SEED/123456789
S1/012340021668/39800246*****
Mr A B Sample
Woods Group
Bumpers Way
Bumpers Farm
Chippenham
SN14 6NG
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Mrs A B SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
SampleSample Building123 Sample StreetSample Area
Sample Locality
Sampletown
AB1 2CD
Sampletown
AB1 2CD
Returnaddress:
ProstateCancerUK,YorkHouse,WetherbyRoad,LongMarston,YorkYO267NH
ProstateCancerUKisaregisteredcharityinEnglandandWales(1005541)andinScotland(SC039332).Registeredcompany02653887.
510913HMRF18
A chance to win £3,000 and to
help secure a better future for men.
EnterourspectacularSUMMERRAFFLEforachancetowin
SUMMER
RAFFLE 2018
3rdprize:20prizesx£50 2ndprize:£1,000
Summer 2018 raffle – final artwork
Useyour
personalised
labelhere
Achancetowin £3,000 andtohelpsecureabetterfutureformen
Close date: 28 August 2018
Draw
date: 4 Septem
ber 2018
£1perticket
Pleasedonotdetachcounterfoilsfrom
spine
ProstateCancerUK
SUMMER RAFFLE 2018
Please complete in
BLOCK
CAPITALS
Nam
e:
Address:
Postcode:
Telephone:
Please return cheques, counterfoils and
unsold
tickets by 28 August 2018 to:
Prostate Cancer UK, Bumpers W
ay,
Bumpers Farm, Chippenham
SN14 6NG
SPECTACULARSUMMERRAFFLE!
3rdprize:20prizesx£50
2ndprize:£1,000
Enter our spectacular SUMMER RAFFLE for a chance to win
3rd prize: 20 prizes x £50
2nd prize: £1,000

21. 3. RESPECT THE KNOWLEDGE AND EXPERTISE OF EVERYONE INVOLVED
Be flexible with the brand when designing
3. Think creatively and outside the box
4. White space isn’t always possible!
5. Be honest if an idea isn’t going to work
2018

22. Spring 2018 Standard Value appeal
FreepostRTKJ-YBAJ-GKKG
DrIainFrameProstateCancerUK
YorkHouseWetherbyRoadLondMarstonYORK
YO267NH
Pleaseaffix
postagestampheretohelpreduceourcosts.TFDDDAFDFDDAAFDDADAADADTTAADFADAAAAT
Dear Personalised,I hope that you’ve had a positive start to the new year and like me, are looking forward to all the good
things that 2018 may have in store for us. I’d also like to take this opportunity to say thank you.
One thing I’m particularly looking forward to is the start of our latest Research Innovation Awards.
To win these Awards, the researchers had to demonstrate how they would take a totally different,
never seen before approach to solving the problems facing men with prostate cancer. Much of the
research underpinning these Research Innovation Awards wouldn’t have been possible without
people like you. Thank you for your continued generosity. You’ve already made a huge difference
to the way prostate cancer is diagnosed and treated. But we need your support to keep making a
difference. Donations like yours will continue to drive discoveries that take us closer to stopping men
dying from prostate cancer.
A donation of Ask one could bring life-changing research out of Petri dishes and into patients.
I’d like to use the example of Dr Valentine Macaulay at the University of Oxford, one of our Research
Innovation Award holders, to show you just what your donations make possible. And to demonstrate
why it’s so important that, with your help, we continue to fund early stage research like this.
Thanks to your continuing generosity, and that of many others, we’ve funded a number of projects
in Dr Macaulay’s laboratory since 2004. All these
projects related to a hormone-like protein called
Insulin-like Growth Factor 1 (IGF) and its possible
role in prostate cancer. What I love about this
research is how, when put together, these projects
build up a fascinating story of how an initial
observation can lead to a new cancer treatment.
Prostate Cancer UK
Fourth FloorThe Counting House
53 Tooley StreetLondon SE1 2QN
We need to catch all prostate cancers while
they’re small. You can make a BIG difference.
Supporter Care 0300 045 0001
supportercare@prostatecanceruk.org
prostatecanceruk.org
Dr Valentine Macaulay
working in her lab
Continued overleaf...
Don’t forget, you can increase the
value of your donation by 25%
at no cost to you by opting into
Gift Aid below:
Yes, I want to make a
BIG difference.My details: Please amend your details if incorrect.
Important:Please tick one of the donation boxes below.Method of payment:I enclose a cheque / postal order / CAF charity
voucher* made payable to Prostate Cancer UK
(*delete where not applicable)
OR please debit my: MasterCard / Visa / Solo /
Maestro / CAF Card*Card number
(Maestro only)
Start date
/
Expiry date
/
Issue no.
Signature(s) of account holder(s):
Date:
(Maestro only)
Please tick as appropriate:
I am a UK taxpayer and would like
Prostate Cancer UK to claim back the tax on this
donation and all donations I have made for the four years
prior to this date, and all donations I make from the date
of this declaration until I notify you otherwise.*
I am not a UK tax payer, Gift Aid does not apply to me.
Please note that you cannot Gift Aid any donations made by, or on behalf of a
group, company or someone else. Please notify Prostate Cancer UK if you wish
to cancel this declaration, change your name or home address, or no longer pay
sufficient tax on your Income and/or Capital Gains.
*If I have ticked the box headed ‘I am a UK taxpayer’, I confirm I am a UK
taxpayer and understand that if I pay less Income Tax and/or Capital Gains Tax
than the amount of Gift Aid claimed on all my donations in that tax year it is my
responsibility to pay any difference.
Please send this completed form to us in the
reply envelope enclosed to:
Freepost Plus RTKJ-YBAJ-GKKG,
Prostate Cancer UK, York House, Wetherby
Road, Long Marston, YORK YO26 7NH
If you would prefer not to receive an
acknowledgement for your gift, tick this box.
Mr A SampleHouse name1ANY streetAny townAny shireA12 B34
CONSTITUENT ID
APPEAL CODE/PACKAGE CODE
TFDDDAFDFDDAAFDDADAADADTTAADFADAAAAT
Mr A Sample, 123 Sample street,
Sample town, Sample shire AB12 3DE
CONSTITUENT ID
APPEAL CODE/PACKAGE CODE
£XX or £XX or £XX
or my choice of £Mailing date
I really do hope that
my research will make
a difference.
Dr Valentine Macaulay,
University of Oxford.
Prostate Cancer UK funded researcher.
Helpuscatchprostatecancerbefore
it grows too BIG. Small cancers are
easier to treat successfully.

23. THE RESULTS:
OUR SINGLE LARGEST DIRECT MAIL PACK –
GENERATING OVER 10,000 RESPONSES!
Response rate:
exceeded target
by 14%
Average gift
increased by £4.15
Return on investment:
£13.33 to every £1
we invested
2018

24. 4. CELEBRATE SUCCESS! SHARE REGULAR UPDATES ON THE
PERFORMANCE OF MAILINGS
• Keep teams in the loop with how the packs are performing
• Celebrate success – thank everyone involved
• Update the charity on successful mailings
2018

25. 5. LEARN FROM PREVIOUS APPEALS
• Exchange regular feedback through wash-up meetings
• Reflect on what went well and be honest about
where improvements could be made next time
• Feed any learnings into new briefs
• Don’t rest on your laurels! Keep striving to learn
more about your target audiences and produce
even more engaging mailings
2018

26. BRAND
DM TEAM
At Prostate Cancer UK, when our DM and comms team are united,
we produce our most successful appeals.

27. IN SUMMARY:
TOP TIPS FOR WORKING TOGETHER
1. Cultivate good working relationships
– communication, expectations and timings are key
2. Ensure you have the right people
and setup in-house
3. Respect the knowledge and expertise
of everyone involved
4. Celebrate success! Share regular updates
on the performance of mailings
5. Learn from previous appeals and always
look for ways to improve