To encourage as many of the approximately 500 top journalists and media decision-makers as possible to make a donation, we developed an unusual mailing concept. Instead of writing reams of letters asking for donations, we reduced the copy to a provocative demand: deeds, not words! And underlined our message with an attention-grabbing, formal idea.

The earthquake catastrophe in Haiti was covered across all media. Misereor wanted to move Germany’s top journalists not just to cover the misery caused by the earthquake, but to get active themselves and help out with a donation.

Almost half of the approximate 500 journalists we approached reacted to the mailing. The majority were prepared to help the eathquake victims of Haiti with a donation. The campaign was a great success for Misereor.

With our mailing we managed to approach the target group precisely and clearly. Our idea also suited a relief organization well, which always felt it was more important to help than just to talk about helping.