Fundraising/Non-Profit/Public Service

GOLD

GOLD

Client: World Vision Canada, Toronto

Campaign: Birthday Card Bounce Back Appeal

Agency: Russ Reid Company, Toronto

Creative Director: Lois Ephraim

Copywriter: Kathy Wimbish

Art Director: Michelle Parnell Counts

World Vision Canada research shows that if a sponsor develops a close relationship with their sponsored child, the greater the long-term donor value. So it’s imperative that the organization continue to find new and meaningful ways to help build lasting relationships.

As part of that effort, World Vision developed a direct mail package that included a festive birthday hat that a sponsor could send to their sponsored child.

The retention and cultivation direct mail effort targeted individual child sponsors: 200,000 active donors that give an average $31 per month to sponsor a child overseas. Current sponsor files were segmented according to birthday date of the sponsored child, and dollar handles were laser-printed onto the letter and response device according to a multiple of the donor’s last giving amount. Finally, the sponsored child’s name was laser-printed onto the letter, the response device and onto a special ‘Happy Birthday’ sticker on the face of the letter.

The outer envelope featured a four-colour birthday scene with teaser. The same illustrations were picked up and used to border the four-colour letter and response device. The visuals were also featured on the Birthday Hat Bounceback Device – a four-colour, one-size-fits-all birthday card/hat, which donors signed and returned in the provided envelope along with a donation that would provide a special birthday gift to the child’s community, like sporting equipment, books or a playground set.

The Birthday Hat Bounceback exceeded goals – in some cases, nearly doubling anticipated results – making it the highest-grossing appeal of its kind in World Vision Canada history.

SILVER

Canadian Cancer Society Toronto Region for its ‘Driver Recruitment’ campaign, developed by TBWAChiatDay, Toronto

MERIT

Pollution Probe, Toronto, for the ‘Clean Air Commute 2002′ program, created by Proximity Canada, Toronto