And the Winners Are …
Three cheers for a nonprofit mailing that makes you want to throw confetti in the air and party! Our judges unanimously were enamored with this happy effort from Food for the Hungry.
Feeding hungry children in developing areas of the world is serious business, but because this unique mailing markets, in part, to children themselves, the look and feel had to be upbeat, and full of hope and joy.
The package was sent to folks who already sponsor children through the program, many of whom use the sponsorship to help teach their own children and grandchildren about poverty and philanthropy.
“The package focuses on the fun aspect of sponsorship,” wrote Kathryn Conway, marketing and PR specialist for Merkle/Domain, who submitted the package. “Even though an adult will ultimately make the decision and write the check, we’re partially marketing to children.”
The package also addressed special challenges for the organization, Conway wrote. First, once the $28-a-month sponsorship commitment is made, no additional funds are needed on behalf of the sponsored child, but there’s still a need to raise money for children in the program who don’t have sponsors. Also, sponsors had indicated that they were looking for increased interaction with the children they sponsor.
Each year, Food for the Hungry throws birthday celebrations for sponsored children in communities throughout the world. This package invites the sponsor to send a birthday card to his or her sponsored child, as well as an additional donation that would allow unsponsored children also to participate in the party.
The 6-inch-by-9-inch glossy outer features two poly windows, both of which show through to the enclosed letter. The top poly window announces, “Special card for Edithalice [the sponsored child] enclosed!” and the second is the address window. Between the windows is the teaser, “Party Enclosed!” and alongside is a colorful illustration of people standing on green grass holding a giant cupcake with icing designed to resemble a map of the world, sprinkles and a single lit candle. All around the cupcake is a smattering of colorful confetti.
- Adams Hussey and Associates
- Big Duck Studio
- DMA Nonprofit Federation
- Doctors Without Borders
- Greenpeace U.S.A.
- Grizzard Agency
- Habitat For Humanity International
- Lautman Maska Neill & Co.
- LW Robbins Associates
- Newport ONE
- Oxfam America
- Planned Parenthood Federation Of America, Inc.
- Salvation Army
- World Jewish Congress, American Section