Background
is an international nonprofit organization dedicated
to protecting the health of coral reefs by focusing
on fundamental catalysts for change: well-managed
marine protected areas, sustainable marine tourism
and engagement from local communities.
Challenge
Education, conservation and management are
critical components of CORAL’s mission, all
of which require a constant revenue stream.
A significant portion of the organization’s
operating budget comes from members and
private donors. To foster continued commitment
to the organization, CORAL must continue
to engage its audience through emotional and
purposeful touch points. In a desire to more
effectively reach their loyal supporters, KS
was selected by CORAL’s Development team
to re-energize the organization’s annual
direct mail campaigns.
Solution
KS initiated a new approach which employed
succinct, positive messaging, colorful imagery,
clarity through improved hierarchy and most
importantly, a consistent CORAL look. The direct
mail materials now have a clear, unambiguous
aesthetic that immediately announces the
communications as coming from CORAL.
Results
The effectiveness of this branded direct mail strategy
began to immediately prove itself. Sarah Freiermuth,
CORAL’s Assistant Director of Development said,
“Since CORAL began working with KS, the look of
all our direct mail materials has changed dramatically
for the better. Our year end appeal generated over
40% more revenue than the previous year”.
