Inside, a one-page letter begins: “I want to offer you an opportunity to display a favorite photo of your pet for more than half a million people to see — and help thousands of animals in need at the same time!”
That attention-grabbing opener, which includes bold text, precedes more information on the campaign, stressing that “For as little as $15, we can decorate an ornament with your pet’s name, and for just a little more we can feature your pet’s photo on an ornament for all those visitors to admire!”
The letter details that 100 percent of donations go to the MSPCA-Angell’s Pet Care Assistance program, which pays for veterinary care when an animal’s owner can’t afford it. It also shares the story of Kisses and other animals in need, includes a P.S. with a Nov. 29 deadline for ornaments, and provides a landing page — mspca.org/2013holidaytree — to get more information.
The brochure cover includes similar imagery as the OE, with a mini-teaser, again in red and green: “In this season of giving, give life to animals in need, and honor your pet at the same time!”
More ornament examples, along with prices — $15 candy cane, $25 festive ball, $50 graceful bell and $100 shining star — are on the brochure that is above the reply device, with more red and green text and more details on the campaign. Donors can order online at the same landing page included in the postscript or return the reply device.
Over the past few years, DaVinci and MSPCA-Angell have made some testing tweaks, including using a red envelope to resemble a Christmas card as opposed to the four-color window OE, but the control won out. However, the animals featured each year change to help keep the creative fresh.
Related story: MSCPA-Angell 2013 Holiday Tree Campaign Creative