The AKF relies on their annual Kidney Walks for a major part of the funding for the Foundation’s Financial Assistance Program. However, the walks for the months of April and May were all suspended due to the coronavirus. Despite the canceled events, the Foundation still needed the support of the community in order to meet the growing needs of their patients.
Walker360 assisted the Foundation with a direct mail piece that was intended to promote the Kidney Walk and encourage supporters to donate. The mail piece consisted of a compelling “ask” by using a strong personal appeal from the Honorary Chair himself that explained the great work that the Foundation does and encouraging people to donate. The envelope utilized a “teaser” which was printed in color on the front to increase open rate. The letter had a tear off with suggested donation amounts and additional methods to donate and/or support the Foundation. A reply envelope was also included in the mail piece to encourage immediate action. The final mail count was 3,780 pieces.
At the time of mailing the 2020 Montgomery Kidney Walk was still scheduled for May 2nd. However, due to the coronavirus all walks were suspended. Yet, despite the news of the cancellation, the mail piece still far exceeded expectations. The responses were filled with donations varying from $100 to $1,000 with a total donation of over $11,500! AKF’s return on investment totaled 334% for this direct mail piece.
What they have to say…
“The campaign was based on people’s connections to Jim Wilson, the Honorary Walk Chair. We were lucky to have a very concentrated campaign with a contact list from Jim full of people who wanted to support him as well as the Alabama Kidney Foundation. And with Paul Millo’s expertise we were able to add features to the piece that increased the response and donation amounts. Using the pre-determined amounts, the tear off sheet, and an option to donate online really helped to increase the number of donations and the amount per donation. Even after the state shutdown and the Walk was canceled, we continued to receive donations! We were extremely pleased with the campaign’s success and look forward to our next one.”
- Shannon Morrell, Middle Alabama Regional Director