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.