Case Study: Minnesota Animal Humane Society's Year-End Fundraising Campaign

Direct mail
For the 2012 holiday fund drive, AHS has two versions of its direct mailer, the control package and a personalized gift certificates package.

The control package outer envelope features an image of Esmeralda with a call to "Look Inside!" It also has "2012 Holiday Fund Drive" printed under the logo and return address, as well as a callout to for the personalized address labels enclosed for donors. On the back of the envelope has the tagline, "Believe you can make a difference."