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.
Can a goat change the world? This one can.
What does innovation look like? Sometimes it takes the form of a super goat—bigger, stronger, producing significantly more milk and worth more at the market. This is the kind of high-impact change World Vision gives a hungry child. Through intriguing storytelling, this package clearly communicated how dependable, sustainable livestock can help win the battle against hunger.
The result? The package successfully built credibility for World Vision’s previous and continued work with hunger relief, while highlighting the impact donors’ gifts have to help save children and families around the world.
Helping promote Canada’s most meaningful gifts.
With an increase in charitable giving catalogs in the Canadian market, World Vision Canada needed its version to stand out with strong positioning that would set it apart in the eyes of prospects and donors.
Russ Reid worked with World Vision Canada to develop a new platform: promoting the organization’s services and offerings as some of Canada’s most meaningful gifts. The festive catalogue brings together best practices in the retail catalogue industry with proven fundraising techniques to raise more funds during the holidays and beyond. And ultimately change more lives around the world.
When good ideas take flight.
Some direct mail efforts simply take off and soar. This flight-themed back-to-school package created by Russ Reid on behalf of World Vision included an involvement device–a paper airplane that sponsors could send to their sponsored children.
This single appeal achieved an ROI of 7.5:1, won an Echo Award and was proclaimed “Package of the Year” in Fundraising Success magazine because of its success in inspiring both donor and child. Gold Awards judge Paul Bobnak called the package “well executed from start to finish.”
Putting a new spin on the Operation Smile story.
Russ Reid and Operation Smile have collaborated for years to cultivate and gain the trust and attention of supporters and donors around the world–placing great importance on second gift conversion and long term donor value. Operation Smile’s mission doesn’t lack in impact–the stories of the children they help through surgery are both powerful and heart wrenching. The challenge is to tell the Operation Smile story in new ways that will inspire donors to help again.
With a solid creative approach, this appeal does just that. In a visually compelling way, it clearly demonstrates how the gifts of donors are needed to help fully stock the operating rooms that make Operation Smile’s life-changing surgeries a reality. The combination of approach and offer turned this mailer into a high-valued, high-performance appeal.
Putting programs first.
Russ Reid has worked with KCET, the nation’s largest independent public television station, since 2009. But when KCET made the bold move to leave PBS, they needed to raise funds fast by strongly communicating something they had previously not really featured—their programs.
By inspiring donors to support their favorite leading TV shows, more than KCET itself, Russ Reid was able to raise response and empower their new positioning that KCET is the place where the story really gets good.
A campaign that saves the day.
The American Red Cross (ARC) entered the fourth quarter of 2009 with a funding deficit. Their efforts to close the income gap had been hindered by lower-than-anticipated disaster giving due to a lack of major disasters and the country’s economic crisis. As their agency partner, we knew we had to find a new way to capture a greater share of holiday and year-end giving.
Our overarching strategy was to create a “surround sound” effect in the marketplace during the season. Into this timeframe, we designed and inserted a multi-channel campaign around the new positioning of “Give the gift that saves the day” that was a hybrid of direct response and branding designed to lift total response. The campaign was structured to drive interest by employing direct response TV, print ads, web banners and transit ads to build awareness and drive donors to the website.
Stepping up to help ACS make strides.
After seeing success in the previous year’s awareness advertising pilot for Making Strides Against Breast Cancer, the American Cancer Society sought to duplicate this same success by strategically targeting specific local markets to boost participation in the Making Strides events – and increase the amount of funds raised by event. The strategy was to add emotion and personal stakes to this already established awareness campaign focused on birthdays.
Russ Reid hit the ground running. Under tight deadlines, we implemented a multi-channel campaign in 6 key markets, including TV, radio, display and search, direct mail, outdoor, freestanding inserts and outbound telemarketing. The campaign featured strong direct response messaging with a clear call to action that supported new participation, repeat participation and more donations from both participants and non-participants.
Dialing up the urgency to save children’s lives.
When World Vision U.S. launched their effort to support the Child Health Now initiative designed to reduce the preventable deaths of children under age five, they asked Russ Reid to help. A significant challenge was offer positioning. Given that the goal was to fundraise for programs and services that benefit pregnant women and children under age five, the key offer tangibles were preventative and programmatic in nature–inherently reducing the urgency and power of the offer.
Strengthening the non-urgent offer required a nontraditional approach, and a reverse engineering of the offer: highlighting the campaign goal and using a select array of programs to reinforce how the goal would be reached. More importantly, the offer leveraged grant funds to develop a powerful multiplier offer. The innovative approach used for the integrated campaign resulted in a first-time-ever collaboration between parts of World Vision.