"Molly"
Single Direct Mail “Molly”
Brightside for Families and Children is a private, non-profit agency that began as an orphanage in the early 1900’s. Today its focus is to fill the physical and mental needs of neglected and abused children who have slipped through or are deemed unfit for “the system”.
Brightside’s usual fundraising appeal included a letter, a donation form and return envelope. The message was the typical - “send us money because we have a need”.
Objective:
Brightside charged Andrew Associates to create a new fundraising program – “something different – new – out of the box”. They asked for a piece that would stand out in the crowded mailboxes of their recipients. They also wanted to test the value of using online giving with their donors.
Andrew Associates reviewed past appeals, interviewed several key care givers and learned that Brightside’s work and impact on the lives of the children it serves was not understood by the public. Brightside’s compelling story needed to be effectively told.
And so, the “Molly” appeal was developed, created, written and designed, digitally printed, fulfilled and mailed by Andrew Associates.
The copy told the story of “Molly”, a young girl, who with the help of Brightside, overcame years of physical and mental abuse and is now entering college.
To answer Brightside’s question – would their typical donors, men and women over the age of 60, give online, a PURL (personalized URL) was designed to test online giving.
The Molly campaign was mailed in July, typically one of the worst months to send a fundraising appeal. Its cost was $1,450/M (all services less postage $99/M). Its return was $2,180/M.
