Maryknoll Fathers and Brothers – Gift of Hope for Families

SILVER: Category: Technique: Best Print Production

Establishing Donor Intimacy through Personalization and High Production Values
When you are asking donors to make an exceptional, extraordinary gift, it makes sense to put the request in a package with high production values and careful attention to detail. The “Gift of Hope for Families” campaign on behalf of Maryknoll Fathers and Brothers is a three-touch direct mail campaign to long-standing loyal donors and those who had upgraded within the past year. The first touch was a beautifully executed package featuring handwritten notes and first-class postage, both outgoing and return. There was no gift ask, but the package simply announced the forthcoming drive. The second touch bypassed donors who had answered the first package with a gift and featured the same quality production values, handwriting, and first-class postage. The third package, simpler than the first two, used outgoing first-class postage and a personalized letter to follow up. Donors were made to feel these choice, highly personalized packages were created just for them, in keeping with the request for a significant upgrade in their giving.