We wanted this package to pop out against the dark and gloomy appeals that were populating our mailboxes in 2020. We were looking for sunshine and rainbows – literally.
When we learned that SOS children were creating rainbow artwork to assure the world that “everything would be fine,” we knew we had to share their happy messages of joy. The outer envelope had a budget-friendly “peek-a-boo” window that showcased the colourful artwork, featured on a card within that recipients could fill out and send back to SOS children. The letter was affixed with a post-it note that read, “We’re so grateful for your support!”
Donors were thrilled. Response rate and average gift were both up when compared to the previous year’s appeal. What’s more, total revenue increased by 20% over the 2019 package.