Dogged Determination

The direct-mail acquisition package was sent in a white outer envelope that featured in red, faux handwriting, "2011 Holiday Fund Drive." Next to that was an animated image of four dogs with snowflakes and the teaser, "Look Inside! Your personalized address labels enclosed." Once inside, the recipient was greeted with a letter that prominently showcased the campaign theme. In the top right corner was a photo of Addie, and to the left of that was "Believe you can make a difference," in red type.