CLIENT: Maryknoll Sisters of St. Dominic, Inc.
PROJECT: Renewal Letter
OBJECTIVE: Increase response rate
The Maryknoll Sisters (faith-based charity) do a lot of overseas mission work with very, very poor people. This fall appeal letter had no special theme (e.g., Mother's Day, Christmas) but still one of their major mailings of the year.
Responses had been declining. They wanted to boost response so they asked me to write the letter.
BOTH response and the average gift size increased. Here’s why:
- Gift amounts tied to specific benefits
- Few Americans have been overseas. Even fewer have spent time in 3rd-world countries. Opened with a story that related the donors’ everyday world to the poor in Guatemala.
- Photos tied to the copy in the letter
- Gave specific examples of how donors’ money used & how they can make a difference