Charitable Samplers (Concept)

 This spec work on BWH turns scarcity marketing on its head. The rush to meet the fundraising goal, and the hope a single contribution can inspire, make for a two-pronged empathetic force too powerful to deny. By the closing appeal to the near-universally shared experience of a loved one in the hospital, this mailer all but cements a response.

A tough, no nonsense approach to soliciting donations. With carful recipient management systems, those Arizona residents with kids can read and feel a gentle pull on their heartstrings, light enough so as not to undercut the tough, confident, get it done once and for all tone of St. Mary's Thanksgiving Gratitude Drive. While not within the scope or tone of the organization's other efforts, a change in attitude, aimed at just the right audience, can jolt action out of those typically "straight in the trash" readers.