The Animal Welfare Team at Newport ONE was awarded a Silver medal in the Special Direct Mail Appeal category. The winning package was the Hawaiian Humane Society’s February Reminder Mailing. Accepting on behalf of the entire team was Senior Account Manager – Shelley Johnson.
Check out the winning package below:
HAWAIIAN HUMANE SOCIETY FEBRUARY REMINDER MAILING IN PLAIN WHITE OUTER ENVELOPE
In Donor’s Home: 2/10/24-2/14/24
OBJECTIVE: We’re always exploring fresh, impactful ways to inspire our donors to open our mail—and ultimately, to give. To do that, we knew we had to spark curiosity from the moment our envelope landed in their hands. Our goal was simple: break through the noise of everyday marketing mail with something unexpected, attention-grabbing, and impossible to ignore.
STRATEGY: We have very loyal donors, but we are always striving to raise our response rates which in turn lift the ROI.
We wanted to try experimenting with a plain white envelope for our February direct mail reminder campaign. By keeping the outer envelope plain and unbranded, we are hoping to create a sense of mystery or surprise that encourages the donor to open it to find out more. We felt like this could break through the clutter of typical marketing mail.
This was a reminder mailing so we needed something to get the donor to open the envelope since this was following up the initial mailing by 3 weeks.
AUDIENCE 1: Active Tiers – (multi gifts 0-24 months) and First Time Givers (single gift 0-24)
RESULTS: The plain white envelope used in our February 2024 mailing was a clear win. Despite mailing to 242 fewer donors than in 2023, the results speak for themselves, gross revenue increased by $15,028, up 51% year over year, response rate jumped from 5.01% to 6.83%, a 1.82% increase, average gift rose by $8.60, from $62.18 to $70.78. This simple change helped us cut through the clutter and significantly boosted both engagement and giving.