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.
With a donor committed to matching all gifts up to $20,000, CGF was hopeful it would incentivize donors enough to really push the campaign over the edge.
The campaign and creative
On May 17, the initial package was mailed to 9,168 donors. One segment received a No. 10 outer envelope with the teaser, “For a short time, you can double your gift to help the children of our fallen heroes …” with “double your gift” in bold italics. Another segment received an outer without a teaser, but both envelopes had the line, “Make your gift go twice as far. Details inside” on the reverse side.
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