Direct Mail Campaigns of the Year: World Vision & The National Humane Education Society
Wolf wrote that previous efforts to convert dedicated children-of-the-world donors to supporters of an all-American problem had “flat-out failed.”
Among other great response statistics, Wolf pointed out, “For this client, an acceptable baseline return on investment is a 4:1 income-to-cost ratio, or $4 brought in for every $1 invested. [This package] started with that exact return, but then the returns began to escalate: 6.3 to 1 and finally 23.6 to 1 in the ‘No Child in America Should Go to Bed Hungry’ package.”
The National Humane Education Society
You’ve Got a Friend Campaign
Submitted by: CDR Fundraising Group
Number of Recipients: 25,008
Response Rate: 2.82 percent
Total Cost: $10,033
Income Generated: $12,160
Average Gift: $17.27
Cost to Raise a Dollar: $0.83
This seems to be the year for animal appeals that tend toward the simple side, relying on strong images and heart-tugging copy. This package is no exception. According to the folks at CDR, “This package’s success hinged on the effectiveness of the carrier.”
“The teaser was simple with a statement from a dog’s first-person perspective …” CDR’s Lauren Grace wrote. “We paired it with a sad, sepia image of a puppy behind a fence who is making direct eye contact with the recipient. It seems as if the dog is talking directly to the reader. We targeted control animal lists, which are your traditional pet lovers.”
The letter carried the “friend” theme throughout. Plus the package utilized the coupon concept of an already successful check package, along with a perforated, personalized membership card, thereby using proven techniques for this client’s typical audience.
Our judges were equally jazzed by the outer imagery. Judge Dane Grams liked that the image was “strong and not overly sad,” adding, “I love this package.”
As far as results, it seems CDR found quite a few new and generous friends for the animals. The “You’ve Got a Friend” package beat both the check coupon control package and the membership card control package in average gift in every list tested. It also beat the controls in response rate in four out of five lists tested.
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