Spring mailing 2009

SOS Kinderdorf e.V.

The challenge

The existing spring mailing of SOS-Kinderdorfe.V. needed to be developed and improved, to increase the generosity of a million potential donors. It was important that the production and delivery of the mailing—consisting of letter, flyer, giveaway and bank transfer form—should be cost-effective.

The idea

In order to optimize the mailing, test designs for three different communication approaches were developed: “solution oriented, problem oriented, and factual”. These three mailings, together with a fourth—the original SOS-Kinderdorfe.V. mailing—were sent respectively to 250,000 households, with coded transfer forms so that all donations could be assigned to the corresponding mailing type. The requirements for cost-effective production and delivery were met by working with Pepper’s sister company Computershare Communication Services (CCS), which has been responsible for printing and mailing of SOS-Kinderdorfe.V. mailings for several years.

The result

The “factual” mailing created by Pepper generated an increase in the average donation amount from €20.32 to €27.63

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