The Association for International Cancer Research is one of the leading charities in the fight against cancer. Direct mail is a major factor in their fund-raising effort, with prize draws used as an incentive. Responders have all entered a prize draw, but have not as yet made a donation. These individuals are in effect, multi responders, as many rented lists are used to attract new supporters.

Responders are mainly female, with 68% aged over 50 and 35% aged over 65 years. The majority are home owners. 55% have an income of £20K per year or less, with many living off pensions, savings and investments. Most have credit cards.