Category Archives: Portfolio

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Thanksgiving Campaign

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Hope begins with a meal.

For more than a century, Denver Rescue Mission has been helping hungry and homeless men, women and children in the community. Thanksgiving is vital time for the Mission, as the majority of the organization’s funds are typically raised during a small window of time between September and December.

It is during this time of thanks that they depend on their donors to stay fully engaged and willing to give at multiple times. As a result, package fatigue is a constant challenge, driving us to continue to test new, attention-grabbing approaches to secure those donations that are so greatly needed.

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U.S. Programs

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Helping World Vision help children here at home.

World Vision is known for its proven international child relief efforts. Our challenge—in a domestic market inundated with food banks, rescue missions and local churches—was to convince donors that World Vision’s global experience was not a weakness, but in fact a strength that empowers the work they do when helping kids right here at home.

Our strategy was to use an integrated campaign to create an authentic emotional connection with the suffering of American children living without enough food and other essentials. The direct mail and digital campaign created a gritty look to capture the stark reality of poverty and its devastating effect on children. Each component used dramatically stripped-down, black-and-white photos of American kids, combined with a dark and dirty red, white and blue color palette.

The new World Vision U.S. domestic program has exceeded all our expectations:

Our first effort out the door, the “Land of the Free” package, brought in a 6.49% response rate. And the second package earned a 9.6% response rate, followed by a response of 16.93%.

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In-banner Games

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Putting a little fun in saving lives.

To re-target potential sponsors who left certain areas of the World Vision site without acting, Russ Reid created a series of banner and landing page concepts to highlight the benefits of sponsoring a child in two categories: Medical and Hunger.

The Russ Reid team brought its “A Game” to the project, creating a series of in-banner games. Within each of these banners, users were enticed to play a video game—using their mouse to drop food into hunger-prone regions or protect children from attacking mosquitos—before asking them to help for real through sponsorship.

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Relay for Life Emails

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Engage. Inspire. And entice people to Relay.

Each year, more than 4 million people in over 20 countries take part in American Cancer Society’s global phenomenon, Relay for Life, to raise much-needed funds and awareness to save lives from cancer.

Russ Reid partnered with ACS to help build excitement for the 2012 Relay For Life season and encourage people to sign up for a Relay for Life event. A series of monthly emails was created to engage Relay For Life participants and increase donor worth and long-term retention. Personalization for each audience group was incorporated, along with mentioning the Relay For Life event name field to enhance the copy customization. All emails thank and affirm the recipient, and include a “join us again” message. Emotional quotes were a key factor, reminding participants why they Relay.

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Sponsorship New Donor Emails

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Engaging new donors in new ways.

World Vision partnered with Russ Reid to embark on a new strategy to enhance second gift conversion via a revised and enhanced New Donor Treatment Plan. The plan targeted two similar but distinct groups–those who were acquired with the Gift Catalog, and those who were acquired via a direct mail appeal. The goal was to both strengthen the relationship with the new donor in the first months of giving to increase the likelihood of a second gift, and to cross-sell other World Vision products.

A series of emails and landing pages were created to map to the various direct mail components of the New Donor Treatment, increasing the touch-points in the campaign and giving new donors an easier way to give a second gift online.

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Thank You Email

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Giving donors the thanks they deserve.

Along with encouraging donors to give generous donations, Russ Reid realizes the importance of thanking those donors and acknowledging their gifts. Donors love to be recognized and a small percentage will even give a second, third or even fourth gift when thanked.

This email was created as an acknowledgement for giving to the Operation Smile 2011 Holiday Catalog. With strong emphasis on appreciation, it contained a link for the donor to click through to watch a short video and a strong call to action for those who would like to give again.

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Website

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A new site. Great results. In no time at all.

Phoenix Rescue Mission had a common problem: the organization’s website just wasn’t working hard enough to drive engagement and donations. To meet its goals, Phoenix Rescue Mission needed an ambitious solution: an effective, inexpensive, brand-aligned website that would maximize online giving while meshing with other media and fundraising efforts.  And they needed it to launch in just a few months.

Russ Reid worked with Phoenix Rescue Mission to launch this new site in less than 4 months. To achieve this outcome, Russ Reid created an information architecture predicated on web design best practices, custom-fit to the unique needs of a nonprofit organization.  We set up a content management system that allowed Phoenix Rescue Mission the flexibility to update and adjust content without involving a third party. By connecting the site to Google Analytics, metrics and reporting would be readily available in real time.