Strike a Match
With a donor committed to matching all gifts up to $20,000, CGF was hopeful it would incentivize donors enough to really push the campaign over the edge.
The campaign and creative
On May 17, the initial package was mailed to 9,168 donors. One segment received a No. 10 outer envelope with the teaser, “For a short time, you can double your gift to help the children of our fallen heroes …” with “double your gift” in bold italics. Another segment received an outer without a teaser, but both envelopes had the line, “Make your gift go twice as far. Details inside” on the reverse side.
The contents inside were the same for both segments — a two-page letter (front and back of one sheet of paper) with the reply slip perforated at the top, a BRE, and a brochure describing the CGF and the Fallen Heroes fund, which included a photo taken at the memorial services for the four Coast Guard members who died in the helicopter crash earlier that year.
The letter began: “Of all the services we provide to the Coast Guard, I can’t think of anything that’s more important than helping families of Coast Guard members who die in the line of duty. You’ve supported us so generously that I’m sure you feel the same way.”
It incorporated underlined text announcing the matching gift to the Fallen Heroes Scholarship Fund of up to $20,000 until June 30, then followed that with a bolded paragraph describing how the donor’s gift will be doubled.
Just as in the emergency appeal letter, this letter thanked donors, described the need, included underlined text and was again signed by Brengle. Also, there was a postscript that read: “Opportunities like this don’t come along very often, so please act now. Your gift must be received by June 30 for it to be doubled.” The last line was underlined, emphasizing the deadline and urgency for the matching-gift offer.