Client

Direct Mail

Fundo Brasil · Ongoing program since 2023

Twelve letters a year, one per month, four years running: the print channel that keeps converting donors when the inbox no longer does.

The challenge

How do you keep the relationship alive with people who once supported Fundo Brasil but no longer open an email? The answer came by post: one direct mail piece per month, with its own theme, a signed letter, and a payment slip inside the envelope.

Strategy adopted

Calendar locked the year before

Twelve themes tied to the human rights movement's calendar, defined before January to allow time for research and approvals.

Segmentation over volume

Lapsed donors, sticker-campaign leads and cold mailing lists treated as distinct audiences, segmented by profile and region.

One data point per letter

Each piece carries a verifiable number with its source cited, because that is what sustains a one-page donation ask.

The boleto as a measuring stick

The boleto payment slip inside the envelope turns every mailing into data: conversion, revenue and average gift guide the next piece.

What we delivered

12 mailings a yearOne per month, since 2023

One-page letterCopy, data point and source per piece

Art directionOne color and one image per theme

Print-ready filesDie-cut and addressing setup

Preview versionFor the approval rounds

Results readingMailings, conversion and average gift

Development process

One letter a month, every month, for four years.

Each piece is a complete operation in one month: theme definition, data research, writing of the one-page letter, art direction, two rounds of copy approval and two of design, and the closing of the print file with die-cut and addressing area.

One theme per month, decided a year in advance

The annual calendar is locked before January and ties each month to a Fundo Brasil agenda. That leaves time to research data, choose photographs from the archives of the supported organizations, and negotiate approvals without a rush.

Annual calendarMonth

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One theme and one direct mail piece for every month of the year.

One page, one argument, one number that stops the reader

The letter fits on one page and always carries a verifiable, highlighted figure with its source cited. In the LGBTQIA+ pieces, for example, the Atlas of Violence figure showing that attacks against LGBTQIA+ people reach nearly one case per hour in Brazil.

Direct mail piece on LGBTQIA+ rights, highlighting data from the Atlas of Violence

Art direction that survives paper

Documentary photography from Fundo Brasil's archive, torn-paper collage, condensed high-contrast typography, and one strong color per theme. The result has to work printed in four colors, without depending on a screen.

Direct mail piece on human rights defenders

Print-ready files

Each piece is delivered in two versions: a preview version for client approval and a print version, already imposed on the format's die-cut, with registration marks, color control bars, and the addressing and sender panel.

Direct mail piece on quilombola territory, ready for print

A payment slip in the envelope and result tracking

The payment slip goes inside the piece and is what makes measurement possible. Each send is tracked by letters mailed, slips paid, conversion rate, amount raised, and average gift, and it is this history that guides the segmentation of the next mailing.

Letter + boleto

Your donation reaches those in need, in full. ♥

One page, one sourced data point and the signature of the person accountable to society.

Boleto inside the envelope

Point your phone camera at the code and keep supporting.

The artwork

The covers of each mailing, in the order they reached the mailbox. Documentary photography from Fundo Brasil's archive, torn-paper collage and one bold color per theme.

The legacy

Four years of the program turned direct mail from a seasonal action into a fundraising routine: one theme per month, one data point per letter and a conversion history that now allows sending ten times less paper while raising more per envelope.