Strike a Match
The Coast Guard Foundation and Toronto's Kids Help Phone formed some winning partnerships with donors, with their appeals, with corporate partners and with matching gifts.
In the first two years of the campaign, KHP and Stephen Thomas did a lot testing with its e-mails, testing subject lines, copy length, hard-hitting messages vs. softer messaging, featuring dollar amounts for the ask vs. not. And with the campaign winning a 2010 Direct Marketing Association International ECHO Award, the gleanings from those early tests drove the direction of the campaign for future years.
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