ActionAid works with 25 million poor and excluded people in 50 countries around the world, helping them lift themselves from poverty and stand up against the injustices that cause it.

Challenge
ActionAid USA had been late with its 2009 annual report. When donors received the publication in October 2010, many who had given in the current year were dismayed to find their names "missing" from the list of recognized donors. ActionAid USA needed to recognize and reassure hundreds of these 2010 donors, securing their loyalty and sustaining their donor status going forward.

Solution/Campaign
Faircom New York created a four-color newsletter that listed all 2010 donors by name and giving level and, with photo updates from the field, showed how their dollars were already hard at work helping the poor. A personalized cover letter mentioned the 2009 annual report, named each donor's respective 2010 gift, and positioned the newsletter as an advance look at 2010's. The latter point was a subtle reminder to donors that the lateness of the 2009 report accounted for their misperception of being overlooked.

Mailing Strategy. To convey that the package contained a message of recognition and gratitude, not a solicitation – thus improving open rate – we marked the outer envelope "We asked. You delivered. ActionAid 2010 Tax Information Enclosed."