The Boy Scouts needed to get noticed by key donors.
So we camped out in their mailboxes.
Communications soliciting financial support are notoriously boring. We took a lighthearted, attention-getting approach to ensure that our communications for the Boy Scouts of America were thoroughly engaging and were not overlooked by recipients.
One of our favorites, inspired by a vintage First Aid Kit that the Boy Scouts actually used, was a tin that held a 17-panel “deck” that detailed the past year. On the flip side of each card, readers were surprised by a humorous look at “First Aid for the Office” with official-looking patches related to earning a “badge” every day at the office.
Another recreated the iconic Scout Field Tent in the form of a sturdy cardboard mailer, covered in canvas-like paper, with ends that opened like the flaps of a tent. Inside, recipients found a flashlight and a mini sleeping bag that held their annual report (including around-the-campfire ghost stories) and an appeal for support.
All of our campaigns generated great interest and significantly increased donations. Just the 2 we mention here won 9 awards, including the single-highest recognition given by several industry-leading organizations.