The Ontario SPCA & Humane Society had been working with Good Works to refine and integrate their annual, digital, and legacy programs. When they had a change in staffing, they asked Good Works to step in and run their direct mail program for one year, starting with the spring house mailing.
As the program was already tightly-optimized, our mandate was steady-state – on time, on budget, on goal. So, we focused on best-practice storytelling to take this program to new heights!
Our storytelling skills shone in the Spring Appeal. We told the heart-warming story of Jack Frost – a kitten found frozen to the ground, nearly dead – from the perspective of one of the Vet Techs who saved his life.
The results spoke for themselves. In spite of the fact that it dropped early in the pandemic, this house mailing package exceeded revenue projections by 56%, generating both a high response rate and high average gift.