Direct Mail by/for Delete Blood Cancer DKMS

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CLIENT

Delete Blood Can­cer DKMS is a leader in con­nect­ing patients fight­ing blood can­cers and oth­er blood dis­or­ders with the bone mar­row donors who can help them get life­sav­ing trans­plants. Every day, they work with fam­i­lies, com­mu­ni­ties, and orga­ni­za­tions to recruit more donors and save more lives.

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BRIEF

Reg­is­ter­ing as a donor entails fill­ing out a form and swab­bing cheeks to col­lect cells. Online reg­is­trants receive a swab kit in the mail, how­ev­er these kits often go over­looked in a busy in-box and thus unre­turned. We need­ed to increase return rate and reg­is­ter more donors.

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APPROACH

To boost return rate and reg­is­tra­tions, we cre­at­ed our “You x2” kit, which includes swabs for the online reg­is­trant and a sep­a­rate, com­plete reg­is­tra­tion kit for them to share with a friend. We designed the kit to stand out from every­day mail, using a bright red col­or and bold, hand-drawn type. A soft-touch aque­ous coat­ing adds a tac­tile ele­ment that encour­ages han­dling and, ide­al­ly, shar­ing of the sec­ond kit. The kit was launched dur­ing the sec­ond half of 2013, and result­ed in a 10% increase in returns from online reg­is­trants and more than 1,500 addi­tion­al reg­is­tra­tions through the “x2” portion.