Holiday Direct Mail

This holiday direct mail piece for St. Jude Children’s Research Hospital was designed as both a seasonal touchpoint and a targeted ask to high-value donor segments. The strategy centered on personalization — variable data for donor names, addresses, and confirmation codes — to reinforce connection and recognition. The inclusion of a patient story and photo created an emotional anchor, balancing urgency with gratitude, while the ask string was calibrated for major donor and elite donor tiers, offering a structured upgrade path. Segmentation strategies ensured the creative was tailored: acquisition received simpler onboarding-focused versions, while acknowledgement and major donor segments saw content emphasizing continuity of support and elevated giving. I assisted in the full lifecycle of this campaign — from segmentation strategy and ask string modeling, to art and copy direction, to overseeing proofs and ensuring execution matched strategy. My role was hands-on in aligning creative with donor motivations, maintaining consistency with brand voice, and collaborating with vendors to deliver an effective, emotionally resonant mailer that supported year-end revenue goals.