Paradysz Research Blog

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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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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