We updated the format from a letter and envelope to a horizontal tri-fold with detachable reply card for online giving, plus a pre-paid return envelope. We chose imagery and messaging to focus on the impact the education programs had on the underserved children, their families, and their communities. We refined the call-to-action to include operating cost details per child per day, and suggested a $100 donation as enough to support one child for two weeks.
The non-profit saw a 12% increase in donations of $100 or more, from 70% of donors the previous year, to 82%. They achieved a 129% increase in donor giving YOY.