Keys to success
For starters, a major key is the fact that this campaign really gets people involved with the organization. Donors get to send their own photos of their pets — whether it is honoring a deceased pet or showcasing their current ones — and then get to attend a free event and check out their pets’ (and others’) ornaments throughout the holidays. That active engagement has made the event a staple and given supporters a reason to think about MSPCA-Angell all year long.
“This is one of those events that people wait for and look forward to,” Genovese says. “For myself, I’m thinking throughout the year of a good photo. I have three Chihuahuas that I always put on the tree, and I’m thinking of which would be a nice picture all year.”
Another key, Bruce says, is the campaign’s broad appeal.
“There’s a way to engage all of our donors in this,” she says. “That’s what’s fun about it — it engages across the board. It’s not just our direct-mail $25 donors; it’s our $25 donors and our $15,000 donors or our $20,000 donors. They all want to see their ornaments on their tree. That’s what makes it really special.”
And of course, none of this would be possible without the full support of the organization and its agency.
“It’s not like we’re a giant organization here,” Bruce says. “We’re small, and we work across everything together so that the people who are involved with the direct mail work very closely with our website strategists and marketing people. We meet every week, and we talk about strategy. Nothing happens without talking to everybody.
“… The success with everything you do has got to do with communication. If those lines of communication aren’t open, you have to find the time because you can only bolster each other, help each other. If you don’t, you’re going to wind up creating more work anyway,” she adds.
Related story: MSCPA-Angell 2013 Holiday Tree Campaign Creative