In it’s 125th anniversary year, Old Brewery Mission Foundation needed a direct mail appeal to support the launch of its $55.5M capital campaign “See the end of homelessness”. The 125th anniversary is reflected in the customized letter copy and re-designed reply coupon, and is also integral to the envelope tagline: “125 Montreal Winters. The face of homelessness has changed. So have we.” A complementary bookmark was included in the mailing to serve as a reminder to supporters to remember the homeless as winter approaches.