Non-profit direct mail campaign for Chemo Buddies
A newsletter, not an ask. The difference was $22,000.
Chemo Buddies needed to reconnect with lapsed donors during the most competitive fundraising window of the year. We designed a newsletter-style direct mail campaign built around impact and storytelling — and it generated over $22,000 in donations at just $0.29 per dollar raised.
- $22,995
- Total donations generated
- 3.8%
- Donor response rate
- $0.29
- Cost per dollar raised
The Challenge
Chemo Buddies wanted to reconnect with donors who hadn’t given since a specific moment — a memorial, a one-time event, a personal connection that had gone quiet. Re-engaging that audience meant more than sending a donation request. It meant reminding them why they gave in the first place.
Timing made it harder. The campaign launched in early December, when nonprofits are competing for the same end-of-year dollars. Standing out in a crowded mailbox required a message that felt meaningful — not transactional.
The goal wasn’t just to raise money. It was to rebuild a relationship.
The Solution
We designed a direct mail campaign that felt more like a newsletter than a solicitation.
Rather than leading with an ask, the piece led with impact — program updates, the number of individuals served, and personal testimonials from people whose lives Chemo Buddies had touched. The story did the work. The ask followed naturally.
The campaign included:
- A newsletter-style mail piece built around storytelling and real impact
- Clear presentation of program data and community reach
- Personal testimonials to strengthen emotional connection
- A trackable QR code to measure engagement and online donations
- Campaign-specific return envelopes to capture and track mailed contributions
By combining storytelling with measurable tracking, Chemo Buddies could see exactly how the campaign performed — and build on it.
The Results
The campaign reached 3,775 past donors and brought a meaningful number of them back.
- $22,995 in total donations generated
- 3.8% response rate — 144 donors re-engaged
- $0.29 cost per dollar raised
- $16,414 net campaign profit
- 46 donations made via QR code tracking
Beyond the numbers, the campaign helped Chemo Buddies strengthen relationships with their donor base and build momentum for what comes next. Quarterly direct mail campaigns are now in the plan.
What the Client Said
“Working with Slade on our fall direct mail campaign for Chemo Buddies was a positive and professional experience. The mailer was successful, and Slade ensured a smooth and well-coordinated process from start to finish. Their team was responsive, organized, and consistently reliable throughout the project.”
— Vanessa Borgman, Chief Operating Officer, Chemo Buddies