Growing the donor file and increasing long-term donor value.
Russ Reid and Operation Smile partnered in crafting a direct mail program to integrate with their successful new TV focus, by extending their offer to provide a complete transformational surgery for just $240. Russ Reid led vigorous tests on creative, list sources, co-ops, modeling and segmentation.
The package is a need-driven appeal that engages the prospect and establishes a direct connection between the donor and the child with an involvement device: stickers for a child who is now receiving a new smile–and a new life. This package is particularly successful because it attracts donors who are committed to the cause, coming in with a strong average gift and achieving a healthy long term donor value.