Paradysz Research

A look at some recent notable fundraising direct mail promotions from MarketRelevance: Diabetes Research Wellness Foundation, Friends of the Earth, Plan International USA, and Physicians Committee for Responsible Medicine

Note: Click on any promotion graphic for a more complete view.

Diabetes Research Wellness Foundation Mails Socks
The Diabetes Research Wellness Foundation mailed an attention-getting front-end premium that was designed to illuminate one common complication from diabetes.  A pair of red slipper socks was enclosed in a nonprofit solicitation package that read “Love Your Feet!” The back side of the envelope offered tips to avoid diabetic foot problems, and the letter, authored by a doctor, further reinforced the gift, describing it as ”…a practical gift to emphasize good foot care.”  The 4-page letter concluded with a “Call to Action” that cited risk factors for developing diabetes along with symptoms of the disease. The reply form spelled out the group’s various initiatives, including funding scientific research, promoting education and medical screenings, and boosting awareness of healthy lifestyle choices.

Vitals:  direct mail, delivered 5/12/11, 6” x 12” package, ask array = $10/$25/$50/Other

Ed Begley, Jr. Promotes Friends of the Earth
Long-time environmentalist and actor Ed Begley, Jr. authored the latest direct mail promotion from the environmental advocacy nonprofit Friends of the Earth seeking members “to stop the menace of Global Warming.” An enclosed petition was addressed to President Barack Obama asking that he veto any legislation that weakens environmental protection. An insert outlined the 40 year history of the group, identifying key ways in which members have played a pivotal role in bringing environmental initiatives to fruition.

Vitals:  direct mail, delivered 5/9/11, #10 package, ask array = $15/$25/$35/$50/$100/Other

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A look at some recent notable fundraising direct mail promotions from MarketRelevance: Ocean Conservancy, Joslin Diabetes Center, Sierra Club, Monterey Bay Aquarium

Note: Click on any promotion graphic for a more complete view.

Ocean Conservancy Tries Polar Bear Plush
The environmental organization Ocean Conservancy turned a spotlight on climate change and its work in the Arctic with a recent mailing. The polar bear-themed effort featured address labels and notecards as front-end gifts and a polar bear plush as a back-end premium with $15+ donations. In the enclosed 4-page letter, the group spells out its objectives, including “a time-out on the rapid expansion of oil drilling in the Arctic where climate change is already putting severe stress on delicate ecosystems.” The polar bear plush appears on the New Member Reply Form that reads:  “I want to help protect dolphins, whales, sea turtles, and other endangered ocean wildlife…”  Ocean Conservancy has typically offered a Sea Turtle plush toy.  In addition to the previously mentioned premiums, members also receive the newsletter Splash and an Ocean Wildlife calendar.

Vitals: direct mail, delivered 4/20/11, 6″ x 9″ package, ask array = $15/$18/$25/$50/Other

Joslin Diabetes Enlists Basketball Player Ray Allen
Boston-based Joslin Diabetes Center teamed up with its hometown NBA star in a recent solicitation to promote the High Hopes Fund. The exterior envelope reads, “Record-breaking Celtics Guard Ray Allen is challenging each of us to set our own record in the fight against diabetes.” Allen has a personal stake in this fight, as his 17-month-old son Walker has Type 1 diabetes. He established a “$3 for 3s” fundraising program, where fans make a $3 donation to Joslin’s High Hopes Fund each time he makes a basket from the 3-point line. The enclosed letter highlights the efforts of Allen’s mother too, as she works to raise funds for Joslin. Address labels are included as an incentive.

Vitals: direct mail, delivered 4/11/11, #10 package, ask array = $25/$50/$100/Other

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A look at some recent notable fundraising direct mail promotions from MarketRelevance: Tiger Creek Wildlife Refuge, ALTSO, Southern Poverty Law Center, Grand Canyon Association

Note: Click on any promotion graphic for a more complete view.

Tiger Creek Wildlife Refuge Mails Pocket Knife Freemium
A very unusual item greeted recipients of a recent fundraising direct mail effort from Tiger Creek Wildlife Refuge. The stainless steel pocket knife was visible through an otherwise plain 6″ x 10″ envelope (the group’s return address was on the back of the package). While the letter alluded to the gift from the start, it did not draw a clear connection between the tool and the group’s mission. Instead, the  group’s co-founder points to the enclosed freemium as a way to remind a potential donor about the important work Tiger Creek Wildlife Refuge has been doing over the past 15 years. The 4-page note uses a hand-written style font to primarily tell the story of an abused Black Leopard named 8-Ball who was rescued by Tiger Creek.  It also lays out the expense related to caring for the animals. The reply form seeks a personalized Yes or No response. Either ”Yes, Brian, you must continue to rescue lions, tigers and cougars in need…” or ”No… you can’t save every animal.  There’s really nothing you can do but turn your back and ignore the problem.”

Vitals: direct mail, delivered 2/17/11, 6″ x 10″ package, ask array = $25/$30/$40/$50/$100/$250/$350/$500/$1,000/Other

ALTSO Mails Nickel Package
A package from A Leg to Stand On (ALTSO) included a nickel with the accompanying creative “How much does this nickel mean to you? To her it means a second chance at life,” referring to the pictured child who is in need of prosthetic limbs. Founded in 2002, the nonprofit works to provide help to needy children with limb disabilities. Starting with India, the organization has expanded its network to 9 countries throughout Southeast Asia, Africa, and South America. The ask ladder specifies the way in which donations will directly facilitate those needs by equating costs to particular procedures (e.g. $75 can pay for three months of physiotherapy for one child, $125 can pay for half the cost of an artificial leg). The letter provides startling details and statistics about what happens without these donations, saying that the mortality rate for disabled children under 5 “can be as high as 80% in developing nations,” and that “disabled children are imprisoned in institutions, cupboards and sheds, and all too often starved to death.” Other package elements include a notepad, address labels and stickers that feature uplifting quotes like “Alone we can do so little. Together we can do so much. – Helen Keller.”

Vitals: direct mail, delivered 1/12/11, 5″ x 11.50″ package, ask array = $25/$50/$75/$125/$250/Other

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The final months of the year saw a flurry of direct mail promotions from fundraisers as groups reached out to consumers during the traditional season of giving.  Notable MarketRelevance efforts covered below include: Castleton Ranch Horse Rescue, SEE International, Yosemite Conservancy, and SAGE.

Note: Click on any promotion graphic for a more complete view.

Castleton Ranch Horse Rescue Package Includes USPS Priority Envelope
Nonprofits often use strong, “urgent” creative to underscore not only the importance of the group’s mission, but also the time-sensitive nature of the issue at hand (e.g. “Urgent Resources Needed,” “Urgent: Holiday Meals Needed”).  A recent promotion from equestrian-focused nonprofit Castleton Ranch Horse Rescue takes urgency a step further by including a priority USPS envelope, an uncommon yet logical approach to encouraging timely response. The piece is straightforward in its presentation, with a 6-page letter in a hand-written font describing the dire circumstances surrounding a recent rescue of 80 horses.  Critical parts of the letter are underlined, including the cost of hay to feed the animals. The ask ladder underscores this by equating costs and time ($36 feeds one horse for 5 days, $216 feeds a horse for a month).  The letter ends with a reassurance to donors that the ranch is a member in good standing with the American Humane Society and the American Society for the Prevention of Cruelty to Animals.

Vitals: direct mail, delivered 12/27/10, #10 package, ask array = $36/$50/$72/$144/$216/$500/$1000/Other

SEE International Seeks the Gift of Sight
Founded in 1974, SEE (Surgical Eye Expeditions) International is a humanitarian organization that provides cataract surgeries to restore sight to blind people worldwide.  A recent SEE International package reads: “If you throw away this letter unopened, you’ll be throwing away someone’s chance at living a normal life.  Please take just a moment of your time to learn how you can change someone’s life forever.”  The two-page letter from the founder begins by recognizing the “heavy burden” the group has placed on the prospective donor.  It further spells out the organization’s mission and successes, citing the 390,000 people helped over the years.  An insert puts a face to what the organization is trying to accomplish by providing personal stories of people in India and El Salvador who underwent cataract surgery conducted by SEE.   At the bottom of the second page, the letter touts SEE’s Seal of Excellence award by the Independent Charities of America, and highlights how 97 cents of every dollar directly funds sight restoration.

Vitals: direct mail, delivered 11/15/10, #10 package, ask array = $25/$50/$100/Other

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