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nonproﬁt charity needed funds to operate and provide assistance to the
community, yet the Director of Development felt the odds of increasing
donations in the current economic environment were against them. He wanted to
improve the effectiveness of their previous donation campaign—a hand-addressed
holiday card sent by a staff of volunteers.
presented a completely new approach to meeting the charity’s need for
donations. We developed a direct mail solution that included a fresh, new
graphic design for direct mail letters and a new greeting card design.
The direct mail
campaign targeted two distinct groups of donors: 2,000 businesses and 13,000
individuals. A personalized appeal letter, personalized donor card and return envelope were included in each
mailing. The messaging of each appeal letter and card varied for each group.
For businesses, the donor gift card copy was straightforward and suggested
multiple gifts, including the idea of a gift list. The letter for individuals
included a personalized card indicating the last gift amount donated, with
suggested “move-up” amounts.
Results: Due to the
personalized messaging for each group, along with the fresh design, this direct
mail campaign resulted in a 30% increase in donations over the prior year.
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