Anatomy of a Control: Signed, Affixed, Sealed and Delivered
Adapting a message for multiple audiences isn't always practicalor possible. And when it comes to messaging to different international markets, language and cultural nuances can pose unique challenges for an international organization to approach its direct marketing efforts with a similar focus in different countries.
But when Handicap International opened its doors in the United States in 2006, it enlisted the services of New Yorkbased EuroAmerican Communicationan agency that for more than a decade has introduced European nonprofits to the American fundraising marketto adapt a direct mail package that had been successful reaching the French market, for prospects in the U.S. "We thought the crutch [concept] was pretty unique, and so we wanted to find a way to adapt that package for the U.S.," says James Rose, marketing director at EuroAmerican Communication. "The crutch package has been successful in France so that was an indicator that it was good at capturing the attention of prospects who opened it."