Outreach International DM THIRD WORLD WISH BOOK by Rodgers Townsend

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market United States
Agency Rodgers Townsend
Art Director Leslie Schad
Released October 2009

Credits & Description

Category: Flat Mailing
Date of First Appearance: Oct 15 2009 12:00AM
Entrant Company: RODGERS TOWNSEND, St Louis, USA
Chief Creative Officer: Tom Townsend (Rodgers Townsend)
Creative Director / Writer: Erik Mathre (Rodgers Townsend)
Associate Creative Director / Art Director: Steve LaLiberte (Rodgers Townsend)
Art Director: Leslie Schad (Rodgers Townsend)
Writer: Spencer Campbell (Rodgers Townsend)
Account Executive: Bonnie Thornhill (Rodgers Townsend)
Media placement: Catalog - Mailed - 1 October 2009

Describe the brief/objective of the direct campaign.
Target a house list of wealthy donors to Outreach International, a charity that helps the poorest in the Third World overcome poverty. Secondarily, use purchased lists to add to the existing donor base. The effort was mailed at the end of the year, when donors typically make tax-deductible donations.

Explain why the creative execution was relevant to the product or service.
Donors to Outreach International have two things in common with their friends; They're both prosperous and they're both difficult to shop for. Our catalogue arrived during the busy holiday season with just the right solution for them. It was loaded with unique gifts that broke the mould. Donors, who really don't need another pair of silk pyjamas, could give them to those who have nothing. The catalogue used actual photos and stories of villagers. It juxtaposed the commercialism of our culture with the realism of their poverty.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Amid an economic crisis of historic proportions, we created a unique catalogue to raise much-needed funds for this charity. Shoppers could purchase the bare basics such as goats, rakes and malaria shots which could be given in honor of anyone they choose.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
It was a risk for Outreach International to turn from its traditional fund-raising letter packet. Their risk was rewarded by beating fund-raising goals by 55%. Nearly one third (32%) came from new donors, a significant increase from the 10% this charity typically receives from new donors. While the client also posted an online catalogue for gift givers, the average donation for the print catalog was 24% higher than the online amount.