Better Than a Four-Leaf Clover

Mercy Home also contacts donors via e-mail for this campaign. In 2005, an initial e-mail — introducing the campaign, asking for donations and mentioning the pin — was sent on Feb. 24 to 3,000 addresses, and on March 17 a second e-mail was sent to nearly 10,000 addresses. That e-mail reminded recipients of Mercy Home kids’ stories and asked for $36 (one day of food, clothing and education for two children) or $144 (one day of the same for eight children). One of Mercy Home’s media partners, a local radio station, sent a similar e-mail to 13,000 listener names. In 2005, e-mail asks generated nearly $1,000, with an average gift of $77.