A Different Kind Of Holiday Greeting: Hope & Warmth For Those In Need
As each year winds down and the holiday season is upon us, here at Wilde Agency (like many other companies) we loving putting together a warm holiday greeting to send to our friends and clients.
In the past, we’ve had fun & interactive online games, sent chocolate in the mail, and donated to Toys for Tots on behalf of our clients as part of our holiday greeting. This year, however, we wanted to help give back to our community here in the greater Boston area.
Knowing that 30% of all annual US donations occur in the month of December, we thought the timing was right to allow our friends and clients a chance to help us give back to those less fortunate.
So, we decided to create “Blessing Bags” – which are gallon size zip bags that people of any faith can fill with essentials for the homeless – and donate them for distribution at a local shelter. The idea of a blessing bag is not a new one, but when our Art Director brought the idea forward we loved it.
While we have made donations around the holidays in the past, the idea of the blessing bag seemed like a very personal and active way for us to give back to those less fortunate, while also giving our clients and friends an opportunity to be a part of the giving as well.
To do this, we created a multi-channel campaign that included both email and direct mail cards wishing everyone a happy holiday, then inviting them to visit their own personal URL (PURL) page where they could choose to fill out a Blessing Bag (virtually) for a homeless adult, teen or child.
We provided a list of items and everyone was allowed to check off up to 7, to be placed into the blessing bag. Each person could also fill out a gift tag with a holiday greeting and sign it if they chose.
Our emails saw a 16% open rate, and of everyone that visited their PURL, over 85% filled out and completed their blessing bags.
We gave respondents about a week after they received the email to visit their PURL and fill out the blessing bag. Once the results were in, the Wilde Agency team purchased the requested items, filled the bags, attached the corresponding gift tags, and delivered them to Heading Home, a homeless shelter in Charlestown, MA.
Through social media we shared some images of our team filling and delivering the bags so that those who did choose to create a bag online were able to “participate” in the completion of the project.
Our clients definitely felt involved and seemed to really appreciate being a part of the project:
“This is amazing! The best, best, best push I have ever gotten in all these years of working. Thank you for sending it to me!” – Sarah
“This is a really neat idea and I was happy to be included in this. Thank you!” – Bryan
And, as a follow up, Wilde Agency President John Sisson sent a personal thank you email to everyone with a link to donate to Heading Home, in case anyone missed their chance to fill out a blessing bag and still wanted to participate in this year’s holiday greeting. Heading Home was very appreciative of all the items that were donated.
In the end, we loved being able to provide even just a small amount of joy and comfort to those in need as a part of our holiday greeting this year.