A Special Care Appeal to Fund Lifesaving Surgery for Abused Bears

Animals Asia

Animals Asia Surgery Appeal sample

This appeal for animal anti-cruelty charity Animals Asia brought to life the story of how sun and moon bears often require emergency surgery and special, lifelong care after being rescued from lives in captivity on bile farms. In creating this direct mail fundraising pack, we wanted donors to feel personally connected to the bears they were helping by donating to help fund a gallbladder surgery. And we wanted a distinctive outer envelope that evoked curiosity and emotion from the very first glance. The end result was a strong-performing appeal that described the surgery and aftercare through the story of Winter bear, then invited donors to send a special Get Well Soon card back to a bear at the sanctuary along with their generous gift – helping not only relieve any sense of helplessness donors might feel at a heartbreaking situation, but helping them feel a part of each bear’s recovery and aftercare journey as well.