Background
is an international nonprofit organization dedicated
to protecting the health of coral reefs by focusing
on fundamental catalysts for change: well-managed
marine protected areas, sustainable marine tourism
and engagement from local communities.
Challenge
Education, conservation and management are
critical components of CORAL’s mission, all of
which require a constant revenue stream. A
significant portion of the organization’s operating
budget comes from members and private donors.
To foster continued commitment to the organization,
CORAL must continue to engage its audience through
emotional and purposeful touch points. In a desire
to more effectively reach their loyal supporters,
Squillante Studios was selected by CORAL’s
Development team to re-energize the organization’s
annual direct mail campaigns.
Solution
Squillante Studios initiated a new approach which
employed succinct, positive messaging, colorful
imagery, clarity through improved hierarchy and
most importantly, a consistent CORAL look. The
direct mail materials now have a clear, targeted
aesthetic that immediately announces the
communications as coming from CORAL.
Results
The effectiveness of this branded direct mail strategy
began to immediately prove itself. Sarah Freiermuth,
CORAL’s Assistant Director of Development said,
“Since CORAL began working with Squillante Studios,
the look of all our direct mail materials has changed
dramatically for the better. Our year end appeal
generated over 40% more revenue than the
previous year”.
