Brief Description: This paper demonstrates how a charity for "ex-Service men and women" reduced its reliance on legacies and widened its donor base; how qualitative and quantitative research informed the strategy and measured effectiveness; and how an increase in awareness and understanding increased both the volume and value of general donations. In his introduction to the 2006 Annual Report, the Chairman of Erskine, James Scott, said "Awareness of Erskine reached an all time high in 2006 through a highly successful advertising campaign. This heightened awareness resulted in an increase in people across Scotland keen to support our work". General donations increased from £1.47m to £3.04m, the number of donors increased by 20% and the campaign has produced an ROI of 500%; ---(TAGS)--- Full Title: On the offensive : How marketing helped Erskine build its relevance; Number: 2007/25; Brand: Erskine Hospital; Client: Erskine; Product Category: Health & Social Services (Hospitals/medical centre/GP practices/clinics); Agency: The Bridge; Author: Brian Cook; Prize Winners: Bronze (Adworks ref: Advertising Works 16 Summary)