Case Study: Crisis in Kenya
At 2 p.m. that same afternoon, MAP issued its first e-mail to its subscribers, informing them about the crisis and the need for humanitarian aid.
“Our initial open and clickthrough rates suggested this event registered with our support base,” Smith says, explaining that open rates within the first 24 hours exceeded 10 percent and clickthrough rates were consistent with other successful emergency appeals.
On Jan. 4, a letter draft was sent to MAP for approval. The mailing was expedited through the creative and production processes and dropped on Jan. 9.
The preprinted emergency appeal package was purposefully designed to look like it was quickly and inexpensively produced. All the components used bright, yellow paper with bold, red “Emergency” type graphics. These preprinted shells were offset printed ahead of time to save production time in emergency situations. Letter copy and customized information related to a specific emergency could then be lasered quickly.
The large window outer envelope featured a bold “Emergency” teaser with the letter’s Johnson box copy, “Please help MAP rush emergency supplies and lifesaving medicines to Kenya,” partially revealed through the window. A First Class presort stamp was used to expedite delivery, expected in homes within two to three days nationwide.
The letter was signed by Chris Palusky, relief director for MAP International, who described MAP’s emergency response to the horrific violence and devastation in Kenya. It emphasized the urgent need to raise $100,000 quickly and asked donors to make an emergency gift to help save lives in Kenya. It did not include a specific ask amount, since a variable gift array was featured in the attached reply slip.
The P.S. encouraged donors to go to www.map.org/kenya to donate online and get the latest updates on the situation in Kenya, which was unfolding daily.
The preprinted reply envelope was lasered with the teaser copy, “URGENT! Please respond by February 14, 2008.” Adding response deadlines boosts response, and for this campaign it was critical to get funding immediately. Donors who had given $100 or more within zero to 24 months received a First Class stamp on the reply envelope to help lift response. Donors in other segments did not receive return postage.