Project
			Annual Donor Education mailing for the National Marrow Donor Program (NMDP). Circulation 3.5 million.
			Objective
			To encourage donor commitment. To inform of new medical procedures. To ensure readability by keeping literacy level reasonable. To thank donors who supported organization. To increase donor communication with local donor centers. To stay within budget. To update donor addresses through USPS. To redesign look to match new Web site design.
			Approach
			Included patient success stories and articles on medical updates. Provided "update your address" feature and return postcard. Referenced the Web site in each story. Used white space and bright colors to break up technical information. Used graphics and photos whenever possible to explain technical information.
			Outcome
			Almost doubled corporate web site traffic from 30,000 hits per month to 50,000 hits per month by encouraging newsletter readers to go online for more information. Stayed within budget. Increased readership by decreasing literacy level.