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Madeline
Gressman
Make-A-Wish
DIRECT MAIL + DIGITAL CAMPAIGN
Let's face it. Everyone loves puppies. And after working with Make-A-Wish for two years, I was given the opportunity to create a package from scratch to test the acquisition audience. I knew just the wish kid to feature: Nick and his new puppy, Koda.
The Puppy Package starts with a cute, dynamic envelope featuring paw prints and a teaser of what wish will be featured inside. Make-A-Wish hadn't done an envelope like this before, with both handwriting and imagery, so we were excited to try it out.
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Once inside, donors received two paw print shaped note pads, a touching letter from Nicholas himself, and a buckslip providing background on the wish and a few really cute photos.
LETTER
BUCKSLIP
I'm not crying, you're crying!!!! ​
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Nick's touching letter resonated deeply with the test acquisition audience. So much so, that Make-A-Wish decided to test the package with long-time donors, too. In doing so, we extended the package to digital as well—and created some fun display ads and social posts.
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