And the Winners Are …
The white tape measure with house-shaped metal buckles at each end is folded and laid against a 3.5-inch-by-8-inch piece of white cardboard, sandwiched between the Habitat logo and copy reading, “With a measure of compassion we can save children in need from poverty housing.”
The reply device also is tied into the measure theme, with a basic image of ruler lines stretching down the left margin and the headline, “With a measure of compassion, we can save needy children from poverty housing,” at the top. And, as if the inclusion of the symbolic tape measure isn’t enough to make recipients feel that the organization’s mission is in their hands, the ask string specifies what tools each dollar amount will purchase, e.g., $20 to buy a 50-pound box of nails.
Two generic inserts used in a variety of Habitat appeals are included as well: An 8.5-inch-by-11-inch glossy, four-color insert announces that donors who give $35 or more will receive Roofus, the Habitat teddy bear who wears a shirt that reads, “Home Sweet Home”; and a 3.5-inch-by-8.5-inch yellow buck slip is an appeal for donations for Habitat’s work to assist victims of Hurricane Katrina.
From the organization’s point of view, the answer addresses a triple challenge faced by many nonprofits.
“First, successful premium packages are too easy to copy by others who target the exact same audience, diluting overall effectiveness,” wrote Ellen Cobb Church, executive vice president at Craver, Mathews, Smith & Co., who submitted the package. “Second, bringing up a new donor with a premium can create premium dependency for future gifts; and, third, the higher the perceived value of the premium, the more generous the donor.
“We wanted to create a non-premium premium package,” she added. “Here, we enclose a real tape measure that acts as a dimensional bumper to increase open rates. Once inside, we re-interpret the premium into a mission-based message that, ‘it’s not a tape measure, it’s a measure of compassion,’ because all the tools Habitat uses to build houses are purchased through the generosity of caring people like the prospect. Thus, we have crafted a premium that is closely linked to the mission of the organization and somewhat difficult for nonprofits to replicate.”
- 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