Marketing Firm Discovers True Meaning Of Holiday GiftGiving



GRC Direct decided to forego its annual corporate gift-giving last December. Instead, the printing, direct mail and marketing firm chose to make donations to local causes in its clients' names. In the midst of an election campaign, the company even came up with a creative twist that let clients participate in the generosity by electronically voting for the organization they wanted to receive their support.

"It was a wonderful way to recognize the spirit of the season by saying thank you to our clients for allowing us to serve them last year," said Arvind Gupta, president of GRC Direct. "Going the extra step, and having them determine who would receive the contributions allowed them to play a role in the giving."

Early in the month, GRC Direct mailed personalized postcards to more than 700 association and non-profit clients, inviting them to visit an individual Web site and vote for one of three Washington, D.C. area causes. Nearly 15 percent of recipients took time to cast their ballots within one week of the postcards' arrival. The typical response of a direct mail campaign is less than one percent.

"On the front of the postcard was a picture of a well-known, but not necessarily well-liked, holiday treat, and the headline 'Save The Fruitcakes,'" said Gupta. "We received a lot of positive feedback from clients about the idea and design. A few already asked us to create a similar program next December so they can recognize clients and contribute to local causes."

Culture Alliance of Greater Washington received half of the votes, while the American Society of Association Executives Foundation and the Association of Fundraising Professionals DC Chapter Education Fund split the remaining ballots. In early January, GRC Direct mailed checks to each organization divided by the percentage of votes they received.

"The leaders of these causes were tremendously touched by the generosity of our clients," said Gupta. "They thought the idea was a unique way to involve members of the community with those organizations who are doing so much to help the community."     For more information about GRC Direct or to learn about the technology that supported the holiday charitable campaign, contact Vinay Kumar at 540.428.7000.

About GRC Direct

GRC Direct is a full-service graphic design, printing and direct mail firm specializing in helping associations and non-profits reach their audiences. GRC Direct focuses on providing cost-effective solutions that minimize expense and maximize returns for clients. GRC Direct will soon celebrate 25 years of service to the greater Washington, D.C. community.





Marketing Firm Discovers True Meaning Of Holiday GiftGiving