Here is a look at some recent notable fundraising direct mail promotions from MarketRelevance that effectively position their appeal by putting a particular face on the organization’s initiative or mission: Food for the Poor, Rady Children’s Hospital, Iona Senior Services, and The Eye-Bank for Sight Restoration.

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

Food for the Poor Includes Timely Freemium
Catholic organization Food for the Poor recently mailed a package devoted to the group’s recent work in Haiti and its establishment of the Banana Bark program, which helps poor Haitians earn money by selling handcrafted greeting cards.  The 6.25” x 11” package reads “Handmade Cards from Haiti” and contains 5 sample holiday greeting cards made from naturally shed banana tree bark.   The enclosed letter tells the story of a young mother, Johanna Etienne, also a nurse in-training, who suffered serious head injuries and had her home and her possessions completely destroyed by the January 2010 earthquake in Haiti.  Now, her only income comes from her work making cards through Food for the Poor’s Banana Bark program in Cap-Haitien.  The reply form presents an ask ladder of $15/$20/$35/Other, along with the option to order packs of Christmas or all-occasion cards (suggested gift: $15 per pack of 10).  A separate insert details the steps in making the cards and offers a toll-free number and website to order more.  Food for the Poor has worked in Haiti since 1986.

Vitals: direct mail, delivered 11/22/10, 6.25″ x 11” package, ask array = $15/$20/$35/Other

Rady Children’s Hospital Sends Lunch Bag
Rady Children’s Hospital, a pediatric health center based in San Diego, mailed a bulky, attention-getting 9.50” x 6.50” package with a lunch bag freemium.  While the free gift is noted on the exterior, the mailing is primarily dedicated to telling the story of a high school freshman diagnosed with cancer.   The back of the envelope reads “Football. Cancer and Chemo.  Not the typical life of your average 14-year-old.”  Darren, a patient who successfully fought off a tumor after being diagnosed with Mature B Cell Lymphoma, is pictured holding a photo of his football team.  The letter also points potential donors to HelpRadyChildrens.com to view photos of Darren’s teammates who honored him by shaving their heads in solidarity.

Vitals: direct mail, delivered 11/2/10, #10 package, ask array = $25/$35/$50/$100/Other

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A look at some recent notable fundraising direct mail promotions from MarketRelevance: USO, Wildlife Conservation Society, American Kidney Fund, Inner-City Scholarship Fund, Reef Check, Save Ellis Island

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

USO Sends Holiday Wish via Newspaper Insert
A recently tracked effort from the USO was delivered via FSI in The Daily News. It resembles a traditional #10 direct mailing envelope, but is addressed “A Holiday Message for Readers of The Daily News.”  Like other appeals from the group, it reminds recipients about conditions facing soldiers overseas with “There Are No Stockings in Afghanistan…” on the exterior. The back of the envelope shows the 3’ x 5’ American flag premium rewarded to $10+ donors. Several components are included in the package:  a letter, reply form, an insert detailing the free flag, and holiday-themed card of support, which is designed to be returned with donation. The organization has a longstanding history of using insert media as well as other channels to solicit donations that further its morale-boosting efforts for U.S. military service members.

Vitals: FSI Solo, delivered 11/14/10, #10 package, ask array = $10/$15/$25/$50/$100/Other

Inner-City Scholarship Fund Makes Personal Appeal
Asking “How many lives do you want to change?” a recent direct mail appeal from Inner-City Scholarship Fund lays out how the group works to improve children’s futures with a quality education provided by the ICSF-backed Catholic schools in New York City. The letter focuses on Charles, a 5^th grader that has benefited from the opportunities provided by attending one of these schools. Although he lives in an unsafe neighborhood, his schooling has afforded him “a secure and nurturing place to learn and grow and meet new people.” The enclosed paper freemium combines a bookmark, pocket calendar and prayer card. The reply form underscores the package’s exterior message with “Yes, I want to help give as many boys and girls the chance to experience a life-changing Catholic school education…” While the piece makes no explicit drive to web, the website is included on the reply form. Visitors to the site are greeted with an image of this direct mail package and “Did you receive this in the mail?” A click on the image is directed to “About Us,” another picture of Charles, and an opportunity to donate.

Vitals: direct mail, delivered 10/12/10, #10 package, ask array = $15/$25/$50/Other

Wildlife Conservation Society Seeks Support for Ecoguards
Ecoguards (local people trained to be on the frontlines of conservation) are the focus of the most recent mailing from Wildlife Conservation Society, the international nature/wildlife organization behind the Bronx Zoo. The group is responsible for global wildlife conservation work, including preserving gorillas in the Congo, tigers in India, wolverines in the Yellowstone Rockies, and sea turtles. The solicitation letter begins with a dramatic story of poachers who killed elephants in Chad, but were tracked down and arrested thanks to ecoguards. The reply form lays out the cost for outfitting and training these vital people, on the Ecoguard Shopping List: “$20 Rain Gear, $35 Boots, $50 Uniform, $94 Radio, $200 Salary for one month, $329 GPS Tracking unit, $999 Computer…” The effort also shines a light on how numbers of the creatures WCS works to protect have diminished in the past 60 years (e.g. 100,000+ forest elephants of Central Africa in 1950 vs. < 10,000 today). $20+ donors receive a WCS tote bag and quarterly newsletter.

Vitals: direct mail, delivered 11/1/10, #10 package, ask array = $20/$35/$50/Other

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