Paradysz Research Blog

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

Continue reading →

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

Continue reading →