Direct Mail Campaigns of the Year: World Vision & The National Humane Education Society

The challenge then for World Vision was how to engage donors and gain their support for the organization’s work here in the United States — basically to re-educate donors about the scope of the work that World Vision does.

“This campaign had to have more than a clutter-busting look and feel,” Wolf wrote. “It had to reverse perceptions about World Vision itself. On one hand, it needed to be clearly aligned with who this organization is and their driving mission. On the other hand, it had to destroy the assumption that World Vision is so globally focused that they are not the best choice for American aid.”