Case Study: How Simple Changes in Letter Design Increased Direct Mail Response by 10%

In just 6 minutes, Rory will walk you through in-and-outs of a direct mail campaign designed to increase charitable giving. 

The challenge of convincing Britons to donate based on a letter, may seem unsumournable and to ask them to insert a check in a return envelope and send it, may even seem like two steps too many. 

But Rory’s team came up with not just 2 or 3, but 4 changes to try to open people's hearts and wallets, and enclosing them in envelopes.