Global Gag Rule Emergency Campaign

Client: International Planned Parenthood Federation/Western Hemisphere Region

Strategy

Strategy

Copywriting Services

Copywriting

Design Services

Design

Direct Mail Services

Direct Mail

Printing and Production Services

Production

Challenge

In January 2017, President Trump reinstated the Global Gag Rule, blocking U.S. funds to health providers who discuss or provide abortion as a family planning option. This impacted our client, International Planned Parenthood Federation/Western Hemisphere Region (IPPF/WHR), which works with partner organizations to provide sexual and reproductive health services across Latin America and the Caribbean.

Solution

We responded quickly, creating fully integrated direct mail and digital campaign, including:

  • An emergency email the day of the announcement, followed by a two-part email series
  • A homepage takeover box on IPPF/WHR’s website
  • An emergency direct mail Actiongram to current, high-level, and prospective donors.

Results

  • The Actiongram performed exceptionally well in the mail, garnering a nearly 6% response rate from current donors a 1% response rate from acquisition donors.
  • The Actiongram brought in in over $100,000 in revenue from current donors, including mid-level donors.
  • Our Acquisition package earned Faircom runner-up for Best Acquisition Package the DMFA Awards
  • Our first Breaking News email earned a 14.2% open rate, 1.5% click-through rate, and nearly $4,000 in donations -- and prompted three supporters to start giving to IPPF/WHR monthly.
  • The success of this campaign proved that Global Gag Rule messaging is very powerful for IPPF/WHR’s donors, so we continued to run similar campaigns throughout the year.