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

The stories presented paint sad and disturbing pictures that are held together by “one thread of hope.” And that is World Vision’s decades of experience in bringing food and hope to needy people throughout the world. The copy first broke down donors’ hesitation to depend on World Vision’s global expertise to feed people in the United States and then used that same experience as a reason to support it — a fundraising coup d’état that turned an overwhelming weakness into a powerful strength.