American Friends Service Committee – Donor Acquisition Package
As a leader in the national pro-peace movement, American Friends Service Committee (AFSC) had an opportunity to make the most of the nation's growing dissatisfaction with the Iraq War. Schultz & Williams (S&W) and AFSC wanted to create a package that would allow donors to not only contribute money to help end the war, but that would also allow people to participate in the peace movement.
To achieve these goals, the S&W creative team designed a package to immediately inspire interest and give people tangible ways to protest the country's involvement in the Iraq War. The result was the "Sign Package" an oversized mailer where the outer envelope was "Friends for Peace" window sign. In addition to the letter, we also included three petitions customized to the prospect´s Senator and U.S. Representatives.
Results from the sign package were extraordinary, achieving a response rate four times the control and test acquisition packages. This package has since become the control package for AFSC and has allowed AFSC to acquire the most new donors in recent history.