Action Against Hunger carries out several projects in their effort to end hunger. They are currently raising funds for an important project: Improving health in Niger, the third poorest country in the world, according to the Human Development Index. The goal was to raise the €100,000 needed to finance the project and to raise awareness among the target about how rampant poor health is keeping Niger from developing as a country. To spread the message, the client wanted to send out an email to a database of 300,000 contacts, directing them to the campaign microsite.

How could we IMPACT and SURPRISE donors with a mailing that doesn’t feel like “just another letter” from an NGO?

How to CONNECT on a low budget and have a SIMPLE LETTER become IMPOSSIBLE TO FORGET and unmistakably associated with ACTION AGAINST HUNGER?

AN EDIBLE LETTERThe letter from the General Director started with one big word: THANKSThe letter gives details about projects, and asks for a new donation with four specific alternatives starting at the average 20 euros up to the suggestion of 200 euros donation, next to the possibility of writing their own amount.

Response to email:Emails sent: 291,785 Opened: 39%