A Fundraising Tour de Force

The LAF back-tested a modification of the original control package with a similar fundraising offer to see if enhancements would boost response. While the modified version performed better than the original control, this entirely new LIVESTRONG package won the test.

First tested in May 2005, the mailing is graphically strong, with a focus on Armstrong. Sent in an oversized, 5-inch-by-111⁄2-inch outer envelope with a yellow stripe and “LIVESTRONG” copy that call to mind the familiar wristbands stretching from end to end of the outer’s face, the outer’s backdrop is a black-and-white photo of Armstrong racing. Also displayed is the 2005 LAF annual campaign logo and copy that drives potential donors inside with the offer of a free Lance Armstrong poster.