MAP International’s urgent, multichannel appeal drives strong response.

By Bryan Terpstra

After discussions with MAP, the Robbins team determined it had adequate content to move forward with the appeal, which would feature a direct-mail package and a voice mail message sent a day after the mail drop. Meanwhile, MAP’s in-house team planned a three-touchpoint e-mail campaign.

At 2 p.m. that same afternoon, MAP issued its first e-mail to its subscribers, informing them about the crisis and the need for humanitarian aid.