Mercy Corps

International relief and development groups can raise significant revenue in response to emergencies around the globe.  But what happens when the crisis is over and has faded from headlines?  That was the challenge facing Mercy Corps following a major earthquake in Pakistan.  For the high-stakes year-end appeal, the organization needed a powerful mail campaign that would keep the focus on the ongoing work in Pakistan since the earthquake.  

In response, Lautman Maska Neill & Company created a unique, high-touch, high-impact package that conveyed the importance of their work in Pakistan and made clear that the need was still great.  Our team put a face on the need by building the mailing around the portraits of three earthquake survivors in Pakistan whom Mercy Corps helped. Compelling copy described Mercy Corps’ work in the region after the disaster and photos of the survivors connected donors with the campaign on a personal level. But was it enough to break through the clutter and remind donors of this critical need?

The pictures were worth thousands. More than $350,000, in fact. The stellar results were three times greater than projections and four-and-a-half times higher than the previous year’s appeal. With an average donation of nearly $150 (85% more than projected), this outstanding appeal helped Mercy Corps end the year strong—prepared to respond to the needs of future disasters.