ROLE: Associate Creative Director - Copy
STRATEGY: This direct mail letter was written to appeal to the coveted younger donor demographic's sense of wanting to give back to the community, and the short format succeeded in driving focus to the prime point, "What good can I do today?" Be the Good can be customized for each Salvation Army market, and the thick, opaque blue bar lets copywriters know where they need to wrap up their letter so that it will print correctly.
RESULTS: Be the Good originated as a test appeal for The Salvation Army's fall fundraising season, and after two years of testing, it replaced the long running Thank God donor control after soundly outperforming it in more than 80 Salvation Army local markets. Now in it's third year, it continues to deliver very strong results.
STRATEGY: This direct mail letter was written to appeal to the coveted younger donor demographic's sense of wanting to give back to the community, and the short format succeeded in driving focus to the prime point, "What good can I do today?" Be the Good can be customized for each Salvation Army market, and the thick, opaque blue bar lets copywriters know where they need to wrap up their letter so that it will print correctly.
RESULTS: Be the Good originated as a test appeal for The Salvation Army's fall fundraising season, and after two years of testing, it replaced the long running Thank God donor control after soundly outperforming it in more than 80 Salvation Army local markets. Now in it's third year, it continues to deliver very strong results.
DONOR LETTER (FRONT)
DONOR LETTER (BACK)