higher response rate


average gift

Project Details

Overcoming Donor Fatigue With Ultra Personalization

Doctors Without Borders/Médecins Sans Frontières (MSF) is an international nonprofit providing humanitarian crisis relief where the need is greatest. They deliver emergency medical aid to people affected by conflict, epidemics, disasters, or exclusion from medical care.



For a nonprofit like MSF, there is rarely just one humanitarian crisis at a time. In addition to their international focus on the war-torn areas of Syria, MSF needed to raise funds for Haiti following the devastation of Hurricane Matthew at a time when they knew that many donors had “moved on” from this disaster.



We determined that to capture the attention of the donors in support of Haiti, it was necessary to speak to them on a personal level, showing them that MSF recognized their prior support and wasn’t communicating on a “mass level” in the same way to each recipient.



Handwritten notes to the donor were incorporated throughout the package, in addition to “ultra-personalization” on the letter and throughout the response device. This highlighted the donor’s prior engagement with MSF and was used in the ask strategy to create giving levels appropriate to their past levels of giving.