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Tugging at the heart

Video showcases Informed Delivery campaign

A new video sheds additional light on the Oregon Humane Society’s use of Informed Delivery to drive a recent fundraising campaign.

The nonprofit organization, also known as OHS, rescues and supports more than 11,000 pets each year, relying solely on donations.

During the campaign, OHS sent potential donors a direct mailing that highlighted Petunia, a dog the organization rescued after the animal’s original family was no longer able to care for her.

Before Informed Delivery subscribers received the physical mailpiece, they saw a digital preview that included interactive content that told Petunia’s heartstrings-tugging story.

The Informed Delivery component helped OHS raise more than $236,000, up 7.7 percent from a previous campaign. Additionally, the organization achieved a 67 percent email open rate and exceeded the national average for getting recipients to click on the “ride-along content” in Informed Delivery digital previews.

“Informed Delivery was the key to turn a single mailpiece into a multi-touchpoint campaign,” the video’s narrator explains.

The 90-second video, “Informed Delivery Fetches Results,” is also available on the Postal Service’s YouTube channel.

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