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DIRECT MAIL

Overview

Direct mail is a format where every design decision has a job to do. The hierarchy, the reply device, the way the ask lands on the page. It either moves someone to act or it doesn't. I've been the sole designer on FH Canada's direct mail campaigns since 2021, responsible for every piece from concept to press-ready files. I work alongside a copywriter and contribute to messaging direction, but the creative is mine start to finish. Two campaigns define this work.

Direct mail is a format where every design decision has a job to do. The hierarchy, the reply device, the way the ask lands on the page. It either moves someone to act or it doesn't. I've been the sole designer on FH Canada's direct mail campaigns since 2021, responsible for every piece from concept to press-ready files. I work alongside a copywriter and contribute to messaging direction, but the creative is mine start to finish. Two campaigns define this work.

Client

Food for the Hungry Canada

Industry

Nonprofit

Year

2021 to Present

FEEDING FAMILIES

Feeding Families is FH Canada's flagship annual appeal. It lands in the homes of thousands of Canadian donors every spring with a single ask: fill a family food basket.

The creative challenge isn't reinvention. It's keeping a proven format emotionally resonant and visually fresh year after year while staying true to an established brand and the direct response principles that make the campaign work. Every year I design the full package, the carrier, the letter, the reply device, and supporting buckslips, then extend the campaign into email and digital ads.

In FY24 the campaign raised $229,702 against a $217,000 goal. Direct mail drove $159,519 of that revenue. I've designed every iteration of this campaign since joining FH Canada in 2021.

Conclusion

I've designed every direct mail campaign at FH Canada since 2021. Feeding Families every year, the Mother's Day appeal, and the Journey Partners launch this spring. It's some of the most purposeful work I've done. The brief is clear, the audience is real, and when it works, people give. That's a good day's work.