Client

Direct mail on human rights

Copywriting and design · Fundo Brasil de Direitos Humanos

Twelve direct mail pieces a year, one per month: the print channel that keeps converting donors. An established partnership with Fundo Brasil since 2023.

The challenge

How do you keep an active relationship with people who already supported Fundo Brasil, and reach new possible supporters? The answer came by post! One direct mail piece per month, with its own theme, a signed letter, a payment slip and a Pix QR Code inside.

Strategy adopted

Planning ahead

Annual calendar locked at the start of the engagement, one agenda per month.

An original theme

Each mailing carries its own story, backed by data from reliable sources.

Art direction

Documentary photography, collages and bold colors, unique to each piece.

Closing the print file

File closed with die-cut and the area for the payment slip, ready for print.

What we delivered

12 mailings a yearOne per month, since 2023

Theme calendarTwelve agendas defined in advance

Data researchFigures and reliable sources to back every letter

One-page letterOriginal copy, always grounded in data from reliable sources

Art directionMoodboard, image selection, photos and elements, original layout

Print-ready filesFiles delivered to the printer's spec

Development process

One letter a month, every month, for three years.

Planning the themes ahead of time is what keeps production efficient. Each piece is a complete operation in three weeks: data research, writing the letter, art direction, rounds of copy and design approval, and the closing of the print file with die-cut and the area for the payment slip.

One theme per month, decided in advance

The annual calendar is locked at the start of the engagement and ties each month to a Fundo Brasil agenda. That leaves time to research data, choose photographs from the organization's archive, and run the approvals without a rush.

Annual calendarMonth

SMTWTFS123456789101112131415161718192021222324252627282930

One theme and one direct mail piece for every month of the year.

One page, good arguments

The letter fits on one page and always carries a powerful story about the reality of human rights in Brazil. The data, always from reliable sources, reinforces that reality. In the piece on violence against LGBTQIA+ people, for example, the letter shows that attacks reach nearly one case per hour in Brazil, according to the Atlas of Violence.

Direct mail piece on LGBTQIA+ rights, highlighting data from the Atlas of Violence

Art direction that survives paper

Documentary photography from Fundo Brasil's archive, collages and elements, high-contrast typography and bold colors, unique to each piece. No standardized layout. The result has to work printed in four colors, without depending on a screen.

Direct mail piece on human rights defenders

Easy to pay: payment slip or Pix

The payment slip and the Pix QR Code go together with the letter, addressed to the potential donor.

Direct mail piece on quilombola territory, ready for print

Your donation reaches those in need, in full. ♥

A one-page mailing, powerful stories, reliable data and the signature of the person accountable to society.

Letter + boleto

Your donation reaches those in need, in full. ♥ ♥

A one-page mailing, powerful stories, reliable data and the signature of the person accountable to society.

Boleto inside the envelope

Point your phone camera at the code and keep supporting.

The artwork

The covers of each mailing, in the order they reached the mailbox. Documentary photography from Fundo Brasil's archive, collages, elements and bold colors per theme.

The legacy

Three years of the program turned direct mail from a seasonal action into a fundraising routine: one theme per month, one story that carries the ask and a print channel that keeps converting donors when the inbox no longer does.