Amyotrophic Lateral Sclerosis (ALS), also known as Lou Gehrig’s disease, is a heartbreaking illness not only for those suffering from it, but for their loved ones as well. Just knowing they can reach out to the ALS Association, which has 41 chapters throughout the United States, for support and services is an enormous help.

 

Besides helping those suffering from the disease, the association is the major source of funding for ALS research. Someday, hopefully, there will be a cure, but it will take time and money to get there. In 2004 the association began working with The Stelter Company to help its cause with a planned giving program. “They had a very little budget to market the program,” says Jeremy Stelter, who oversees the account. “We determined money would be best spent using gift receipt envelope stuffers.” With an initial mailing list of 17,000, three different message inserts were mailed the first year.

Feedback was excellent, and Juan Ros, the development director at the time, was able to increase his budget for 2005. This allowed the ALS Association to have Stelter create a four-page custom newsletter, which was sent to 32,000 donors and prospects. In addition to important donor information, each newsletter also features a testimonial. In one, a mother who lost her son to ALS expressed her feelings and the hope of the association: “Down the line, there will be a cure—and you will want to know that you were a part of it.” The association currently mails its newsletters twice yearly, continuing with the envelope inserts as well. “What we have found in planned giving is you have to constantly keep the message in front of donors,” says Alison Raitt, associate director of development. “It’s a soft ask all the time.” With continued positive response, the association increased their mailings to 42,000 in 2006 and 55,000 in 2007.

 

Recently the association newsletter was redesigned to be smaller and a self-mailer with a tear-off response card. This new format resulted in twice the number of responses. “The Legacy of Hope newsletter is phenomenal,” Alison says. “It’s so easy for our donors to just check a box. It’s postage-paid and comes right back to us.” The association was also pleased by a 2007 bequest mailing to 16,000 people that generated about 20 responses. “I consider that a good return,” Allison says. “People were interested enough to send the cards back to get more information.” For Alison, this contact with donors is critical because many are dealing with terminal illness themselves or of a loved one. “I feel when they open the door for us first—by sending back the reply card—it makes it a much easier conversation to have,” she says.

The work involved in producing newsletters and envelope inserts is made easy for Alison because Stelter handles the design, writing (other than the testimonials) and printing. And Alison really appreciates that Jeremy sends her a calendar with deadlines and then follows up with e-mails, keeping her informed of each project every step of the way. “I feel Stelter’s strong point is really their communication,” Alison says. “It’s very helpful when I’m juggling a million hats here. They keep me on track.”

 

As Alison explains, it takes time for a message to resonate. “I think with all marketing programs, consistent messaging is important,” she says. Mailing by mailing, the ALS Association is spreading its message and seeing the results of its efforts. “I think the program is extraordinarily successful and efficient,” she says. “If we get five (response cards) back and they lead to something good, it makes sense for us,” she says. “We’re moving in the right direction.”