The Holiday Tree has become a treasured tradition that donors look forward to each year. It started with a single tree outside the organization’s building and has grown to three trees this past year inside the Prudential Center.
The fundraising campaign behind the event is truly multichannel, incorporating email blasts, social media, a Web landing page and posters. But it is the direct mail that is the driving force.
Being a renewal campaign, its main goal is to retain donors and get them to give and participate. For 2013, MSPCA-Angell also wanted to maximize gross and net revenue, renew direct-mail and online donors at an acceptable cost per dollar raised, encourage multichannel giving, and cultivate and delight donors with a fun, uplifting special event.
Thus, the bulk of the target audience comprised current donors, while a select group of 24- to 36-month-lapsed donors also were mailed.
“This is aimed at the regular direct-mail donors, people who give $40, $50, $75, $100 and up, of course, as opposed to an event where it costs $250 or $500 for a ticket. This is aimed at the backbone of the donors. It gives them a chance to participate in a way that’s kind of unique,” Genovese says.
This control package, which has been mailed in different iterations for the past six years, includes four-color artwork on the No. 10 outer envelope as well as the brochure inside. It also includes a reply slip with a small brochure, a personalized letter and a reply envelope.
The OE displays a holiday tree branch with two ornaments hanging off the tree: a star-shaped ornament with a photo of a cat named Scout and a round ornament with the photo of Kisses the dog. It includes a teaser above the address window: “Make your pet shine on our 2013 Holiday Tree (It’s a wonderful way to help animals in need.) Details inside …” The first line (before the parentheses) is in larger, red type, with the second line in a smaller, green font, keeping in the holiday spirit.
Related story: MSCPA-Angell 2013 Holiday Tree Campaign Creative