Flood Appeal Garners an Eye-opening
14% Response Rate

The Client

Lutheran Social Services of Wisconsin
and Upper Michigan

The Challenge

Lutheran Social Services, like many organizations in the area, was hurt, financially and emotionally, by the springtime floods of 2008. It needed to raise funds to relocate displaced clients and replace lost office equipment and furnishings.

Given the state of the economy, LSS, like many not-for-profit organizations are suffering a decline in overall donations. This fact combined with current cost increases for direct mail, makes it increasingly important for non profits to focus on marketing that’s measurable.

The Solutions

While many organizations are ruling out direct mail because they think it is too expensive and doesn’t work, Johnson Direct applies strategic execution to beat the odds. Instead of featuring imagery of flood damage, Johnson Direct made the message "king."

The resulting black and white letter package was fiscally responsible and genuinely sincere, proving that a plain package can make a great impact with the right messaging, offer and call-to-action.

The Results

The message and approach overwhelming appealed to the donor base. The single letter package earned a 14% response rate, the highest LSS has ever earned.

The Tactics

• Consulting
  
• Direct Mail Strategy, Design & Production
  

Check it out!

Work Samples

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