| Sinopsis | Every non-profit has a winning control package, whether it includes personalized address labels for the recipient or a dime to send back with their donation. For Wounded Warrior Project, their hero package contained a First-Class Purple Heart stamp to use to mail a donation. But that stamp also tacked on a hefty price tag—an extra $0.45 per piece, on top of the cost to produce and print the package, list procurement, and postage fees to mail. So how do you beat a package like that? True North accepted the challenge and we set out to create a direct mail package sans the stamp. After brainstorming multiple freemium options that would capture the patriotic spirit of our audience, the resulting creative told one soldier’s powerful and emotional story and included a WWP-branded cling for home or car windows. This new Proud Supporter package delivered an increase in average donation value versus the control stamp package, validating the effectiveness and “sticky-ness” of our messaging and freemium. |
