World Vision – Direct Mail Cultivation Campaign

NextGen ScrollGallery thumbnailNextGen ScrollGallery thumbnailNextGen ScrollGallery thumbnailNextGen ScrollGallery thumbnailNextGen ScrollGallery thumbnailNextGen ScrollGallery thumbnailNextGen ScrollGallery thumbnailNextGen ScrollGallery thumbnail
4412-wvus-main1
4412-wvus-main2
4412-wvus-main3
4412-wvus-main4
4412-wvus-main5
4412-wvus-main6
4412-wvus-main7
4412-wvus-main8

World Vision direct mail cultivation: A new voice, new format and new spin on an old offer deliver breakthrough results

The challenge

World Vision is a Christian humanitarian organization dedicated to working with children, families and their communities worldwide to reach their full potential by tackling the causes of poverty and injustice. In the past few years, response rates to its pharmaceutical gift-in-kind offer had substantially declined. A strong new creative approach was needed to motivate donors and renew their enthusiasm to support programs that provide lifesaving medicines to children in need.

Russ Reid solution

To grab donor attention, we decided to give a powerful twist to this well-established offer. We did so by shifting the primary messaging (deliver donated medicines to children) to attack one specific ailment—infection by worms. To help donors understand the problem and the difference they could make, we created a brand new mailing format that presented the message in a highly emotional manner with a clear communication of the details. The creative strategy was intended to pull the donor into this issue with bold intrigue followed by dramatic news.

Outcome

Our creative strategy surpassed even our own expectations. This package:

  • Reached the highest response rate in the history of our pharmaceutical offers (more than double the most recent effort)
  • Achieved an average gift of $49.10, the second-highest ever
  • With a new creative voice, set a trend for numerous other high-performing packages
  • Was recognized as a 2007 Silver ECHO Award winner