A Fundraising Tour de Force

Tiffani Hunt, the LAF’s development services coordinator, says the control package was successful, and the decision to test against it was made alongside a post-LIVESTRONG rubber-wristband revamp in the LAF’s direct-response program that included e- and direct-mail appeals.

A creative revamp
For its test campaign, the LAF enlisted Seattle-based, full-service direct-response firm The Domain Group’s Creative Director Mark Oehlschlaeger, Senior Creative Director Bob Ball and designer Joel Markquart. The objective of the package, Hunt says, “was to boost the percent response and lower the cost of acquisition. We wanted to develop a package that would make a strong impact in the prospective donor’s mailbox.”