And the Winners Are...
A one-page letter is written in faux-handwriting font and signed by an MSF doctor. The letter’s message adds to the personal feel, relaying another doctor’s first-hand experiences. He describes the children’s famished bodies but goes on to report that thanks to donor support, MSF can treat and cure them.
A 5.25-inch-by-8-inch, matte-finish, six-panel brochure on malnutrition features the striking, branded black-and-red MSF color scheme and is laid out like a news bulletin, showing riveting black-and-white photographs of malnourished children with headlines like “Niger: Battle Between Life and Death,” with updates on MSF work in Niger, Sahiba and Amin. The brochure also describes the process for treating children suffering from malnutrition and features a pie chart that shows how MSF distributes donated funds.
The most powerful element, though, is a 5.25-inch-by-8-inch insert on sturdy stock that has a 1-inch-wide hole in the center. On one side of the insert in reverse type on a black background it reads, “Can you put your arm through this hole?” When flipped, the other side of the insert answers: “A child dying of starvation can.”
Got goosebumps? Yeah, so did we.
From Tim O’Leary: “If you can go through this package without getting emotional, check your pulse.”
ACQUISITION (50,000 Mailed and More)
DOCTORS WITHOUT BORDERS/MÉDECINS SANS FRONTIÈRES
“World Map” Acquisition Package
Submitted by L.W. Robbins Associates
Number of Recipients: 2,400,033
Total Income Generated: $2,157,823
Average Gift: $69.88
Total Out-of-Pocket Costs: $1,224,016
Response Rate: 1.29 percent
Cost to Raise a Dollar: $0.57
This mailing shows the power of a unique freemium and the importance of teasing it on the outer envelope. The 6-inch-by-9.5-inch outer is plain white and sparse, save for the teaser that appears just above the poly address window. It reads “Your Free World Map Enclosed” and delivers a map as impressive as it is large.
- American Lung Association
- Audubon Nature Institute
- Big Duck
- Carl Bloom Associates
- Charity Navigator
- City Harvest
- Craver, Mathews, Smith & Co.
- DaVinci Direct
- DMW Worldwide
- Doctors Without Borders
- Help Hospitalized Veterans
- Human Rights Campaign
- Lewis Direct
- LW Robbins Associates
- Make-A-Wish Foundation
- Newport ONE
- Nexus Direct
- Time Inc.