Madeline
Gressman
Leukemia & Lymphoma Society
DIRECT MAIL PACKAGE
For nonprofits, attracting new donors ​is harder than ever. That's why The Leukemia & Lymphoma Society (LLS) asked us to create an acquisition package that would show the impact of their donation, so they would feel more emotionally connected to the cause and inspired to give. And thus the Greeting Card package was born.
ENVELOPE
CARD FRONT
CARD BACK
The big idea behind this concept was featuring real artwork from kids with cancer. When we saw Zach's art, which he drew to thank people who had donated to his Light the Night fundraiser, we just fell in love with it. So we created a greeting card with the art on front and his "artist profile" on the back. The envelope had a faux label printed on it to feel really premium, and utilized a bright red color to really stand out in the mailbox.
INSIDE LETTER
To write the letter enclosed in the card, I had the honor to speak with Zach's mother, Nicole, on the phone and hear her family's story firsthand. Channeling her bravery, voice, and poise was a unique challenge. But in the end, both she and Zach were very pleased with how the package came together.
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Telling such an emotional story made an incredible impact on the donors, too. This package beat the control package in response, donations raised, and average donation amount. Incredibly, it was the first letter package to beat the control in over five years. Thanks, Zach!
BUCKSLIP