Wounded Warrior Project - "Proud Supporter"

True North Inc.

True North Inc. New York, Vereinigte Staaten von Amerika

8943

Titel	Proud Supporter
Agentur	True North Inc.
Kampagne	Proud Supporter
Werbende	Wounded Warrior Project
Marke	Wounded Warrior Project
Datum der ersten Ausstrahlung/Veröffentlichung	2012 / 5
Slogan	Proud Supporter
Story	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.
Medientyp	Fundraising
Account Executive	Leah Drewnowski
Account Supervisor	Katie Quigley
Etatdirektor	Matt Brown Brown
Texter	Neil Feinstein
Art Director	Dan Levine
Creative Director	Daniel Brown
Stellvertretender Creative Director	Vicky Wetterer