The appeal presented ProPublica’s strong case for support as a non-profit newsroom that conducts investigative journalism in the public interest. Timely and compelling examples of ProPublica’s reporting were included to capture recipients’ attention, provide a sense of urgency, and propel the case for support. Three versions of the package were created, each tailored to a specific audience segment with a targeted offer to drive response.
The Fall 2018 Appeal proved that a direct mail campaign could bring in as many, if not more, gifts than an email-only appeal. The direct mail appeal received 40% more gifts than the March email-only appeal with 212% more gross income and a significantly higher average gift.