Direct Mail Strategy

I managed a diverse portfolio of direct mail strategy across St. Jude Children’s Research Hospital, Children’s Medical Center Dallas, and the Osteosarcoma Institute, overseeing every stage from segmentation to creative execution. My work included building nuanced segmentation strategies for audiences such as acquisition, onboarding, acknowledgement, major donor, and major donor elite segments, each with tailored messaging and ask strings to maximize response and retention. I collaborated with designers and writers to direct art and content, ensuring that creative reflected donor motivations while maintaining brand consistency. This also meant optimizing acknowledgement streams to deepen loyalty, crafting onboarding series to educate and inspire, and refining acquisition efforts to balance reach and return. Across these institutions, I brought together strategy and execution to deliver direct mail programs that were data-driven, donor-centered, and built for long-term growth.