Direct-marketing samples that have generated millions in sales and donations

Below are samples of my direct mail packages, fundraising letters, sales brochures, newsletters, annual reports, postcards, e-mail promotion, online video and Web sites. These campaigns and pieces that have brought in tens of millions of dollars in sales and donations. My copy and design can do the same for your organization.

When an industry best-seller for high-end educational video programs was 750 copies, this direct-marketing campaign sold an average of 1,000 copies at $195 per unit. It went on to become the most profitable product line in the company's history.

This package for a professional development program was so successful, it was rolled out nationally and profitably doubled revenue from the previous year.

This package for Rayovac rechargeable batteries featured Michael Jordan on an educational poster with coupons for teachers and reproducible activity sheets for students. The theme: "Where does Michael get his power?"

This newsletter offered parents a special price on The World Book Encyclopedia CD-ROM set. The piece also included information to help parents assist their children with research projects.

Fundraising and sales brochures

This piece selling IBM PCs to educators provided information for technology experts as well as a translation for "the rest of us." For example, "serial/parallel port I/O inhibit" translated to "keeps mischievous students from erasing files."

Raising $11 million for an athletic program isn't easy. But it was a lot easier with this simple two-sided sales sheet that summarized the school's major initiatives.

Fundraising letters and mail

Giving participation increased 66 percent in a single year after mailing this series of packages targeting young alumni. The offer, "Skip a pizza and make a gift to the school," was a big hit.

Think you can't raise large gifts through the mail? This package asked for a $1000 gift and had a 24% response rate, bringing in 63 times more than the cost of the mailing.

Postcards

Quiz formats can gain the attention of reluctant readers. This piece asks if you can remember the hits from the year you graduated from college. (Can you?) The piece helped set a record for reunion giving.

When this non-profit faced a crisis situation, this package was mailed to 12,500 new prospects. It produced a return 4.8 times the cost of the mailing and added 147 new donors.

This case statement was the central communication piece of a $150 million fund-raising campaign. The university beat its goal.

Online promotion

This e-mail campaign sold out a national event in 72 hours, generating more than $100,000 in revenue. In addition to the 300 registrants, it also attracted more than 200 people to a waiting list.

Newsletters & magazines

Sometimes I'm my own client. I attracted more than 8,000 Twitter followers in just three months while promoting my humor book, Guide to Pirate Parenting.

Web sites

I redesigned this Web site after analyzing what visitors were searching for and reading. The new site allows visitors to more quickly find information about the non-profit's programs and services. It's an example of data driving copy and design. It's the #2 ranked site on Google for the term "dayton affordable senior housing," out of 218,000 search results. I created the #1 ranked site, too. Visit the site.

This micro-site promotes one of the world's largest nativity set collections. It's the #1 ranked site on Google for the term "nativity collection," out of 1,060,000 search results. It was created as part of a national media relations program and generated stories on the Associated Press News Wire, National Catholic Reporter, South Florida Sun, and many other newspapers and magazines. Visit the site.

I wrote the script for this animated Web video that helped break the previous Reunion Weekend attendance record. It also generated many online reunion gifts. You can watch it here.

Online video

I produced this video to promote my humor book, Guide to Pirate Parenting. It's had more than 6,000 views across many platforms, including YouTube. You can watch it here.

This video, produced to celebrate the organization's 20th anniversary, includes professional narration and music. It was used on the Web and also mailed to donors on DVD. You can watch it here.

You have to convince readers to take time to read a magazine. As editor of two national magazines, I used direct-marketing techniques to increase readership and profitability.

Postcards can be a cost-effective way to generate sales leads. This personalized postcard helped two senior apartment buildings attract potential renters to an open house.

I condensed a 16-page brochure into four pages so this non-profit could reduce printing expenses. They saved about 75% and got a fantastic piece that communicated their mission quickly and passionately. View this sample.

I turned this newsletter from a huge expense drain into a fund-raising dynamo, raising much more than it costs to produce and mail. It quickly became the centerpiece of the organization's fundraising program. View this sample.

Direct mail packages

Working directly with the family of the late Erma Bombeck, I created this online museum to commemorate her life. It has been featured in dozens of newspapers, including Newsday, Chicago Sun-Times and the Los Angeles Times. More than 100,000 people visit the online museum each year. It's the #2 ranked site on Google for the term "Erma Bombeck," out of 234,000 search results. Visit the site.

How do you persuade teachers? For World Book it was a special offer for their academic CD-ROM edition along with free classroom learning aids.

Annual reports

Because I have an MBA, I can turn numbers into a compelling story. My annual reports aren't just financial statements, they're expressions of an organization's core values and beliefs. The "helping hand" theme of this piece was very successful. View this sample.

Sometimes simplicity is the best strategy. This donor solicitation, mailed first class, had a 33% response rate.with an average gift of $193.

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When a start-up marketing company asks you to be its primary copywriter, it's quite an honor. This piece was used as a leave-behind during sales calls. View this sample.

I wrote this brochure to help the Blue Sky Project raise major gifts for their arts program. The client called the copy, "superlative." View the sample.

This self-mailer was personalized yet cost-effective because it was printed on a digital press. And it generated a ton of gifts. You can view it as it arrived in the mail as well as the front and back when opened.