Case Study: Children's Hospital of Wisconsin
Boldt: How did the creative come together?
Flammia: The hospital's direct mail program had for several years used appeal letters that were based on patient stories and used photos of the children as the key graphic element. This design built on that style and went further by adding the donor involvement device — to help meet the objective of increasing response rate.
We also thought it would be important to name the campaign "Double Your Gift" to give it some identity and urgency as well as help carry the branding over to digital collateral. Had a "gift challenge" mailing been done before? Never. But we had some experience using the challenge with other hospital clients as part of the annual fund program — with much success.
Boldt: Why do think the Caitlin lead — "Caitlin's mom can't even imagine what would've happened if Children's Hospital of Wisconsin hadn't been there ... The aneurysm is her daughter's brain might have burst causing either a stroke or death. But thanks to caring friends like you...' — was so effective? How much did the picture on the out and letter tie into this effectiveness?
Tiffany: It's immediate - there's no time wasted getting right into this family's story and that creates momentum and a sense of building up to the crescendo right away. Also, the language is very consciously direct and emotional.
The photo is a big part of it. It's so engaging — when you're reading it, it looks like Caitlin is looking right at you. Good photography is critical.
Boldt: The dollar match is mentioned in bold on the 5th paragraph. Why was this the best and earliest place to mention it?
Tiffany: It's a main focal point in the letter. Knowing that people scan, the mid-point of the page is a strong place to put your most urgent copy. In this case, we wanted donors to know they needed to take action quickly so their gift would be doubled.