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21
Mar

IPPF - Lapsed Reinstatement

International Planned Parenthood/Western Hemisphere Region

Lapsed Reinstatement

Challenge

IPPF/WHR has a pool of lapsed donors that fell off the file during the recession. With the economy turning a corner, FNY wanted to reinstate these once high-value donors.

Campaign

FNY knew that getting the attention of lapsed donors required an eye-catching package that would spur them to open the envelope. The campaign focused on myths that young, Latin American women depended on for much of their health care knowledge.

A colorful image and shocking teaser was used to grab the donor’s attention. The letter included personal stories of people the donor could help, and the insert provided statistics about sexual reproductive health in Latin America.

Results

The myths campaign generated a wonderful $363 average gift and $24,000 from a small group of lapsed donors.