And the Winners Are …
The copy in the letters is less than scintillating, but our judges were pleased with it because “the letters do the right things to get the donor to make a special gift, chiefly by flattery,” Gold Awards judge Paul Bobnak says. “There’s a lot of use of ‘generosity,’ ‘loyalty,’ ‘steadfast,’ ‘generous,’ etc.”
Adds judge Steve Kehrli: “They have an excellent understanding of their donors’ desire to be recognized and then leveraging that.”
According to Kristy Schaller, account director at The Lukens Co., the overall 6.34 percent response rate was the highest of the entire 2009 housefile year.
“This package, which mailed to fewer than 73,000 housefile donors, raised $311,155.47 in gross revenue and $262,960.08 in new revenue,” she says. “And it continues to be the best-performing housefile mailing for the Memorial.”
DIRECT MAIL: GRAND CONTROL OF THE YEAR
Selected from the Who's Mailing What! Archive
The 2010 Drive, the latest mailing by Easter Seals to reach Grand Control status (mailed for three years or more), has a lot more going for it than mere longevity. This campaign, at first glance, resembles a previous "free gifts" effort that was the organization's control from 2000 to 2005. Let's start with the in-line produced 8.5-inch-by-9.5-inch carrier envelope. Across its front is emblazoned the prospect's name and the greeting, "ENCLOSED ARE YOUR FREE GIFTS." Inside, in addition to the letter and reply form, both campaigns have in common a cornucopia of freemiums: a sheet of name and address labels; a sheet of colorful Easter Seals flower stickers; and a pack of bookmarks, note sheets and a calendar.
However, the "Drive" mailing ups the ante over the previous version in several important ways. First, the outer now includes a plea, "Your help is needed to support vital Easter Seals programs in [name of state]," alongside an ink-jetted icon of the addressee's state. So, early on, the potential donor is being put on notice that she will be asked for a donation and that, in some way, her own state will benefit. Next, besides additional incentives — another sticker sheet and a stand-alone calendar — the envelope includes a personalized, gold-bordered "Certificate of Appreciation," measuring 7 inches by 7 inches. It's a direct appeal to flattery, thanking the donor for his "generous contribution" to "provide programs and services for people with disabilities and their families."