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Adapting a message for multiple audiences isn't always practical-or possible. And when it comes to messaging to different international markets, language and cultural nuances can pose unique challenges for an international organization to approach its direct marketing efforts with a similar focus in different countries.But when Handicap International opened its doors in the United States in 2006, it enlisted the services of New York-based EuroAmerican Communication-an agency that for more than a decade has introduced European nonprofits to the American fundraising market-to adapt a direct mail package that had been successful reaching the French market, for prospects in the U.S. "We thought the crutch [concept] was pretty unique, and so we wanted to find a way to adapt that package for the U.S.," says James Rose, marketing director at EuroAmerican Communication. "The crutch package has been successful in France so that was an indicator that it was good at capturing the attention of prospects who opened it."Since 2006, Handicap International has been mailing its crutch acquisitions package that features a #10 envelope with the teaser copy, "The little crutch inside is not a toy ..." beside an image of a crutch. All of the package's components-from the two-page letter and the reply form to the brochure insert, petition and photo card-reflect a distinct focus on the crutch concept with vivid photos and copy revealing stories of children impacted by the nonprofit's services worldwide. "We try to make a very emotional appeal, and we find that pictures are a very good way of doing that," notes Rose.A small bamboo crutch-made in Cambodia where the entire package for the French market is assembled and mailed from with international postage-is affixed to the letter and reinforces the focus and emotional message of the package. "We were looking for a premium that was inexpensive, caught the attention of the reader and stood out among the mail that people usually receive in their home," explains Rose.While the mailing's central message and use of the crutch resembles the French acquisitions package, Rose notes that there were some elements of the French package that were not used in the U.S. package. "That package used in France is highly personalized, and they're able to do that by creating jobs in Cambodia for the local workforce to make those packages, to print and fulfill them, handwrite the address on the envelope, and, of course, make the crutch and affix the crutch to the letter," says Rose.Since its first direct mailing in the United States in 2006, Handicap International has been mailing close to 1 million pieces during its five to seven annual acquisitions mailings, but alternates between the crutch package and a similar package that features a label premium rather than the bamboo crutch. "We've been alternating between the crutch package and a labels package for most of 2007 and 2008, trying to determine what's the most cost-effective way of bringing new donors on board for Handicap International," explains Rose.The organization has seen favorable response rates from both packages, but the primary reason it isn't adopting the crutch package as its sole control is the cost associated with hand-affixing the bamboo crutches. "Unlike with a printed piece, the cost of hand-affixing does not go down according to [quantity], so there's a set cost for hand-affixing that crutch, which of course drives up the cost of the package and puts some limitation on how often and at what times we can use it," says Rose. "The hand-affixing is not just expensive; it takes a great amount of time as well if we're sending out 100,000 pieces." But by alternating its crutch mailing with another similar, less expensive and labor-intensive mailing, the nonprofit is able to reach out to prospective donors with a package it feels strongly about while maintaining budget.Looking ahead, Handicap International plans to continue mailing both packages in an effort to gauge which package is ultimately most effective and results in the lower cost per new donor. "We're definitelygoing to continue testing the crutch against the labels package and use the crutch as often as we can because we've seen some pretty favorable responses to that package," adds Rose. "We'll continue to use it as long as it still generates good response rates and, more importantly, a low cost per new donor."

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Marissa Fabris