Flood Appeal Garners an Eye-opening 14% Response Rate

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. 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.

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