This direct mail package was built around a dual-purpose strategy: renewal solicitation paired with recognition. By offering a personalized Certificate of Appreciation, the piece deepened donor loyalty while simultaneously prompting another gift. The creative leaned into St. Jude’s founding promise — families never receive a bill — reinforced with bolded and underlined copy for skimmers, and a child story that anchored the emotional appeal. The reply form was integrated seamlessly into the certificate to increase perceived value while streamlining the giving process. I contributed to segmentation planning (targeting renewal-ready donors with strong lifetime value), guided ask string design calibrated to incremental giving levels ($20/$30/$40), and provided creative direction to ensure the package struck the right balance of gratitude and urgency. As part of the larger renewal stream, this piece helped strengthen retention and keep donors engaged year over year.