CLIENT: Healthcare for the Homeless, Inc.
PROJECT: Renewal Letter
OBJECTIVE: Get past donors to give again and increase gift size
Client has one major mailing each year with few other communications. Because they don't communicate with donors too often, the renewal appeal also needs to remind people about the mission.
It's difficult for most of us to relate to the homeless. I created an opening story to show how easily it could happen to almost anyone after losing a job.
Later in the letter a short, real-life example of a man HCH helped was shared. Listed specific examples of what a donation of $x, $y and $z amounts could do. The "ask" started with their last gift and increased 1.5x and 2x.