Anatomy of a Direct Mail Control: MD Anderson

A cancer hospital with a big national reputation raises money with a direct mail package that depends on art from some of its smallest patients.

Mailer Name: The University of Texas MD Anderson Cancer Center
Date Mailed: October 2013 to May 2016

MD Anderson is one of the original three comprehensive cancer centers in the U.S. Besides its main location at the Texas Medical Center in Houston, it operates several regional care centers in Texas and elsewhere.

The front of this direct mail effort shows “Rainbow heart,” a piece of artwork from a 10-year old artist who was also a cancer patient. The envelope’s teaser: “Sometimes the smallest hands hold the biggest message…”

The one-page letter inside talks about how the note cards included in this appeal are a “message of hope.” It notes that many patients have been treated successfully at MD Anderson.

But it quickly pivots to a challenge, to raise money for research and therapies that show promise. You can be part of our mission to end cancer,” it says. After all, its logo includes a red strikethrough of the word “Cancer.”

An insert in the direct mail package gives the hospital a chance to promote its expertise to an audience that might need it. When opened, it provides some information on several resources to consult on treatment and prevention options.

The Takeaway
Remind your donors that the life they’re saving with their donation may be their own.