Recognizing that the traditional direct mail tactics weren’t working in Grassroots’ acquisition program, we knew we needed to blend some fresh strategies with tried and true direct response techniques.  The direct mail appeal contained a 4-page personalized letter, reply slip, decal premium, and reply envelope.  It carried Matching Gift Challenge branding, the strongest offer in the fundraiser’s toolbox, and told three stories showcasing the organization’s impact at the individual level.  We also leveraged digital to deliver a multi-channel angle to the acquistion effort.  Coordinated display ads were served to direct mail prospects across a variety of websites as they surfed the internet.