The right words—put to work.
For the love of pets.
This is a letter sent to the owners of animal patients. The audience is well acquainted with the veterinary hospital but might not understand its connection to the vet school. Copy and image convey the underlying focus: the love we have for our pets.
Straightforward appeal.
A letter appealing to a broad audience of alumni and supporters. Written to be customized with different gift amounts and scholarship funds. A just-the-facts solicitation that served as a workhorse for the annual campaign.
Old-school direct marketing.
Great direct response marketing works. Tested, tested and tested again, this bare-bones letter transformed the circulation of this local magazine and breathed new life into the enterprise.
Invoking pride in accomplishment.
This was part of a series of ads targeting retired alumni. It speaks to the desire to control one’s legacy.
The letter that fuels an entire enterprise.
The precisely written letter can be the foundation for an entire operation. This one-color, unadorned letter and two other letters like it—each sent as a single annual mailing to a list of around 500—entirely funded the operations of a 40-year-old meal program that feeds thousands of homeless and hungry people nine times a week, 52 weeks of the year.