St. Vladimir’s Seminary Christmas Appeal

Rather than the Seminary’s formal Christmas appeal, we experimented with sending a simple Christmas card to their constituents. A three-panel design featuring a hand-painted contemporary icon by SDn. Vladimir Grygorenko was enclosed in a translucent envelope — a visual that made this mailing stand out from the mass of holiday greetings in people’s mailboxes. The President of the Seminary crafted a brief message, ending with the customary ‘ask,’ and an infographic described the cost of educating seminarians. The response rate was a gratifying 18% (the average direct mail response rate nationwide is between 5% and 9%).

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