Mathematics is hard for a lot of people. And it kind of starts out that way. At present, my third grader is getting to know factors and products, and these silly numbers frankly don't always make a lot of sense to her. Not yet, at least, but she's determined to master them.
In its Fall campaign, Children's Hospital of Wisconsin brings together the can't-fail combination of a determined child alongside math that no adult will argue with (Archive code #613-717956-0909; to order, call 215-238-5225 or email pbobnak@napco.com).
A small picture of a smiling little girl graces the #10 outer, alongside faux-handwritten blue copy "Children like Caitlin need You! Matching gift opportunity inside." Next to the window of the prospect, then, is some silly math that most donors will instantly appreciate: "$1 = $2", next to the words "DoubleYourGift" and "$1=$2" (see thumbnails below).
Guess what? This little mail piece — and the letter, reply card (with $25, $50 and other amounts next to the gift boxes as well as on the three Challenge checks perfed to the reply card) and BRE inside — did wonders for this hospital. Total direct mail response rate was a very impressive 6.2 percent, and the average gift amount was $52.
I recently asked Janice M. Flammia, SVP at direct marketing agency Vital Data Management, which ran the campaign, and Monica Tiffany, creative strategist/copywriter at Merrigan & Co., which provided copywriting services, what made this campaign a winner amid this dismal economy.
Boldt: What was the overall objective of the campaign?
Flammia: The CHW direct mail program had suffered a setback in 2007 because of turnover in staff. The challenge was developed as a means to invigorate the program, re-engage high dollar ($100+) lapsed donors and, in particular, lift response rates in the renewal program. It also served as a vehicle to integrate online and email into the direct marketing program for the first time by design. Lastly, it aimed to leverage major donor support.
Boldt: How did the creative come together?
Flammia: The hospital's direct mail program had for several years used appeal letters that were based on patient stories and used photos of the children as the key graphic element. This design built on that style and went further by adding the donor involvement device — to help meet the objective of increasing response rate.
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