Hospital for Special Surgery
Broaden the audience for the hospital's planned giving program. This was both an acquisition and renewal piece. Present a complex program in a clear way without oversimplification. Present both pragmatic and altruistic benefits.
We established an organizational voice that was credible and direct. The program information was carefully edited so that it gave readers enough without being overwhelming. The format, an oversize trifold with letter and 9x12" envelope, was a "just right" size. Considering the large donation request, a simple brochure or postcard did not feel significant enough, while a longer booklet would feel overwhelming. Finally, we included the story of an exemplary donor, who personalized the appeal.