Direct Marketing
For this assignment, the requirement was to create a piece of mail from a nonprofit organization. From this, I chose Humane World for Animals, offering a cover letter, an animal postcard, and a donation card.
Grace Needham 1255 23rd St. NW, Suite 450
Humane World for Animals Washington, DC 20037
202-452-1100
866-720-2676
Amy Kundrat
391 Trail W,
Pataskala, OH 43062
Dear Amy,
Everyday, countless animals suffer from neglect, abuse, and abandonment; but together, we can change this story. At Humane World for Animals, our mission is to rescue, heal, and rehome animals in need. Thanks to our generous supporters like you, we’ve been able to save thousands of innocent lives, but there are still so many waiting for our help.
I am writing to invite you to make a lasting difference for these animals by joining our monthly sponsor program. With a gift of only twenty-five dollars a month, you can help up shelter, feed, and give medical care to animals who have no other place to go.
Inside you will find individual tales of hope and redemption, like Libby. Libby was a stray cat, found in the woods, pregnant, malnourished, and scared. She is now healthy, happy and well-loved, thanks to the kindness of people like you. You’ll also find a donation form, a prepaid return envelope to facilitate your gift.
Let us together make sure that every paw has a chance at a better life. Your kindness can mean the world to an animal in need.
Thank you for your time, compassion, and support.
With gratitude,
Grace Needham
Grace Needham
Outreach Coordinator
Humane Work for Animals
Donation Card
Postcard &
Typed Copy Sheet
Grace Needham
Ad - Sponsor A Lift Today.
Brand: Humane World for Animals.
Target:
Adults ages 25-55, primarily women who are animal lovers, pet owners, or supporters of humane causes. The demographics of this campaign is middle to upper-middle income, college educated individuals living in suburban areas across the US.
Objective:
Increase monthly donations by 20% within six months through a direct mail campaign that allows supporters to sponsor a rescued animal for $25 a month.
Direct
Marketing:
The direct marketing piece is a cover letter featuring the story of a rescued animal with impactful imagery and a donation form with a prepaid return envelope. This allows recipients to connect emotionally with the organization through stories and photos. The physical mail allows recipients to feel the campaign on a more personal level, encouraging long-term commitment.
Headline: Every Paw Deserves a Chance.
Subhead: Your kindness can turn a life of pain into a life of love and hope.
Copy A:
Meet Libby! When she was found alone in the woods near a rural campground, her fur was matter, her body was weak, and she was carrying kittens. With the help of a caring family and Humane World for Animals, Libby was given medical care, food, and the love she needed to recover. Today, she is thriving, happy, healthy, and home.
Copy B:
You have the power to give an animal a second chance. By joining our Sponsor a Life program, you become part of a compassionate community dedicated to ending animal suffering.
