In this email, the target audience was people who have already signed up to Charity Right’s newsletter. This included people who have been involved in fundraising before as well as people who may be newer to it. They are very conscientious about donating to charity and creating a positive impact in the world. The aim was to encourage donors to sign up to Charity Right’s latest fundraising challenge and trek along the White Cliffs of Dover.

When concepting this, I focused largely on the historical importance of this site, as well as the opportunity to do something more exciting on cold, dark winter nights instead of huddling inside. I also focused on the idea of taking the challenge on with family or friends and the positive impact the fundraising would have on the world.