What We Knew
The Center for Reproductive Rights traditionally mails in October, and October 2024 carried both unusual pressure and unusual opportunity.
With the election weeks away, reproductive rights were at the center of national conversation, directly relevant to the Center’s mission and a clear moment to engage donors ahead of year-end. But as a nonpartisan organization, the Center couldn’t message on the election itself.
The challenge: capture the energy of the moment without touching the politics of it.
What We Did
We built the package around the broader fight for reproductive freedom rather than the election, giving donors a way to channel the moment’s urgency into the Center’s long-term work.
Starting from the prior year’s October mailing, we added high-touch, personalized elements aimed at the Center’s high-value donors, included a poster to add tangible value and stand out in a crowded election-season mailbox.
We also introduced a petition, a proven engagement device, that gave donors an action to take beyond giving.
What Happened
This appeal was a runaway success, exceeding all our expectations!
By focusing on high-touch elements and personalization to appeal to the Center’s high-value donors and adding a proven engagement tactics in the form of a petition, we were able to dramatically improve upon year-over-year results, raise essential funding at an important time for the Center, and set them up for a successful year-end!
It’s not surprising why this campaign earned a Silver Direct Mail Nonprofit Special Appeal MAXI award in 2025!
