Anatomy of a Control: St. Jude Children's Research Hospital
Today, St. Jude Children’s Research Hospital has operating costs of nearly $1 million a day and an endowment approaching $1.5 billion. Let’s hear it for the good guys.
A highly efficient DM effort
I have monitored the direct mail efforts of this extraordinary institution for years. No glitz. No glamour. The mailing is made up of just four elements: (1) a black-and-white 4-inch-by-71⁄2-inch outer envelope; (2) a five-paragraph 7-inch-by-7-inch letter that doubles as an order form and is signed by Thomas’ daughter, Marlo; (3) a business reply envelope; and (4) a sheet of nonpersonalized stamps that feature artwork drawn by St. Jude patients.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
