Greater Chicago Food Depository – Donor Appreciation Mailing

SILVER: Category: Direct Mail: Customer Retention

Showing Appreciation for Donors
Retaining very loyal donors and letting them know they are appreciated was a top priority for the Greater Chicago Food Depository. We decided to create a mailing that was purely cultivational with the objective of retention and “friend-raising.” The mailing used an oversized, closed face envelope with a handwritten address. Inside, a folded notecard carried a message that looked handwritten but was color-lasered. The note, however, was personally signed by Kate Maehr, the head of the Food Depository. And the mailing included a personalized certificate showing how many years the donor had partnered with the Food Depository. There was no reply slip – or even any kind of ask – but we included a reply envelope. Nevertheless, 6% of the donors responded, and the mailing raised $118,000 with no gift ask.