Prize Winners: The World's a Stage for Mail and Online Appeals

A photo of an Asian doctor with a stethoscope who helps a boy in Colombia appears on the left side of the world map in the Doctors Without Borders acquisition package.

The photo is just one of five that draws the eye over the display, as each holds a square blurb section that highlights the work done by the organization in each country profile.

The design, along with the

"The photos help to show we work where we claim," said Jennifer Tierney, marketing director of Doctors Without Borders in New York City. "The notion that we help where few other organizations can be found, is a key part of the emotional tie."

The volume of 2.4 million raised $2,167,823 with a response of 1.29 percent and an average gift of $69.38, according to the organization.

The map was first tested in 2005 when a front-and back-end package determined the front-end worked better. "This package only differs with the updated information about the programs," she said. On the original appeal, an ask appeared, although the present mailing includes the ask in the reply.

"That's not a key item to separate the ask from the map," she said. "This just says a lot about the continuity between the packages."

Doctors went 10 years with a control package, without changing a major element, even though testing examined other fine tuning concepts. "You have to look at every small element in the package," Tierney said.

The letter includes a mention about Doctors winning the 1999 Nobel Peace Prize at the top right. The emotional tie mentioned that the viewer could help save a life. The reply split off with a lower bottom section includes a picture of a doctor and is accompanied by a series of asks on the side. The letter's question draws on the emotion of the reader: "Imagine ... what it must be like to be trapped?"

"About 90 percent of us start our letter with the word: imagine," Tierney said. "This is effective to get the reader to think about being in another place."

Another piece of this package is the map. The idea came from a European partner at a world conference. The reverse side of the map shows the program overview in the upper left-hand corner, with specific program information about how the organization is helping people in countries like Colombia, Sudan and Angola. These small sections appear scattered around the world's light gray shaded maps in the background.