A Fundraising Tour de Force
Aggressive branding powers a strong response to the Lance Armstrong Foundation campaign.
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The 8-inch-by-103⁄4-inch reply has a more standard, dollar-amount-only ask string and a check box option to receive a free LIVESTRONG wristband with a gift of any amount. Below the perforated reply is a personalized, advance thank-you message from Armstrong.
Hunt says this package was able to beat the control with its “mailbox punch,” along with its clarity of mission and enticing premiums. “The fundraising ask is very simple and clear — help people living with cancer live strong,” she says. “The package also offered the much-coveted LIVESTRONG wristband.
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- Companies:
- Lance Amstrong Foundation
- Merkle|Domain
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