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, unambiguous
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”.
