Mission News – Renee Cook

Print design & fundraising campaign

MISSION NEWS IS UGM'S QUARTERLY NEWSLETTER, SENT TO DONORS TO SHARE STORIES AND PROVIDE MINISTRY UPDATES.

Mission News is sent to approximately 18,000 people each season and it's primary purpose is to convey giving. The former magazine-style format did not perform well and the goal of the redesign was to increase donations by sharing compelling stories that reassured donors their contributions were making a meaningful impact. The challenge was to achieve these goals while working within a tight print budget.

From conception to distribution. I developed the new format concept, collaborated with a local print company for quotes and printing guidance, and conducted creative briefs for each issue. After receiving finalized copy from the writer, I handled all design elements, including photo editing, graphic creation, and layout design. Post-distribution, I worked closely with the donations processing team to evaluate performance and implement adjustments for future issues.

Role
Project management
Print design
Research & testing
UX evaluation

Old design:

Cost of format: $15,000
• The newsletter featured a bifold design with six inside pages, showcasing vibrant, large photos that complemented the articles, creating a visually engaging, magazine-like feel.
• The newsletter was folded down to 8.5" x 5.5" and secured with three tabs before being mailed in this format.
• The remit slip was positioned on the back page, scored for easy tear-off, allowing donors to detach it and mail it back.

Issues with design:
While visually engaging, the previous format presented several challenges:
• Indirect Copy: The copy was vague and lacked a clear, specific ask for donations, reducing its effectiveness in prompting contributions.
• Confusing Call-to-Actions: The design included too many conflicting calls to action, leading donors in different directions without a clear, unified focus.
• Remit Slip Issues: The donation form was printed on the back page and perforated for tear-off, making it less convenient for donors.
• Mailing Challenges: The newsletter was mailed folded in half without an envelope or cover letter, which diminished its professionalism and impact.

View previous digital newsletters

Research:

I researched other nonprofits and rescue missions, analyzing their copy, donation appeals, and mailing designs. I focused on their use of separate remit cards, noting variations in bifold and trifold formats. These insights guided strategic design decisions, improving functionality and engagement while aligning with donor expectations.

New design:

Cost of format: $9,000
In the new format, the newsletter adopted a trifold layout with multiple articles and was folded to fit in a #10 envelope. It included a personalized letter and a separate remit slip for donations. The copy was revised to use a more direct and impactful tone, enhancing clarity and effectiveness in donation appeals.

View digital design

Impact & outcomes

The redesigned Mission News significantly boosted its effectiveness, with newsletter revenue increasing from an average of $15,000 to an average of $65,000 per issue. With the cost of the new version going down significantly, we've seen a 607% return on investment.

Director Jessica Morgan
Photographers Renee Cook, Marisa Flippen
Design Renee Cook
Writers Emma Tucker, Jessica Morgan

Contact

Phone: 509.768.1588
Email: klemmren@gmail.com