Case Study: The Home for Little Wanderers

The reply device, on a heavier card stock, was very simple, with no scan lines or other codes. The offer was stated simply, without a headline, and continued in the voice of the president, rather than the donor-voice copy that typically appears on reply slips.

The results
The response was outstanding. In the first year of this campaign, the response rate was more than 26 percent, with an average gift of more than $1,100 and gross revenue of more than $280,000. The cost per dollar raised was an incredible $0.01.