Saving $20,000 for Charity

It just seemed like common sense; why wouldn't we take advantage of postal discounts? Especially when a simple change in the postcard would save $20,000 and allow a donation to go that much further?

When Mountain America Credit Union, Children's Miracle Network and CO-OP Network decided to send out a postcard and wrap ATMs with a bright graphic that promoted their combined donation efforts for sick children, I was able to help art-direct the project. Working with the marketing VPs of the three companies and an outside advertising agency, we chose the images and colors we thought would be the most appealing, heart-touching headlines and verbiage, and postcard formats.

But when it came down to the production and mailing of the pieces, I could see that the costs could be reduced. Having extensive experience in direct marketing and USPS regulations, I was able to point out ways to make the mailing less expensive and more effective.

In the end, the adjustments were made and the campaign was able to reach more people for less. Since the agency was merely passing on the postal costs, they didn't lose any money in the project. It was a win-win-win-win for all parties, and truly a "miracle!"