Speed is a very important factor in emergency mailing campaigns. How do you make sure your appeal reaches as many people as possible as soon as possible after the disaster/incident? This requires a motivated team that is prepared to work outside normal hours, and flexible suppliers who can reschedule plans to make the impossible possible.
The greatest praise, however, goes to the copywriter who was able to grab people’s attention and appeal to their emotions with minimal information and no helpful resources such as unusual packaging or promotional items.
This mailing was a success across the board: the association’s active and inactive donors, and prospective donors, all responded en masse to the request to help cope with the floods in Mozambique.