2016 Gold Award Winners: Sustainer/Monthly Giving

The Reformers Club Election Campaign
Drug Policy Alliance
Submitted by Sanky Communications Inc. and 
Drug Policy Alliance

The Numbers
Recipients: 351,166
Response Rate: 0.029 percent
Total Cost: $3,850
Income Generated: $986 monthly; $11,832 yearly
Average Gift: $12.02
Cost to Raise a Dollar: $3.90
Cost to Acquire a Donor: $46.95

Why It Won
Monthly giving is the lifeblood of many nonprofit organizations, but it’s no easy task to pile up sustainers. It’s even tougher when you’re championing a less-than-sexy cause—say, drug policy. But that didn’t stop Drug Policy Alliance and Sanky Communications Inc. from combining for a remarkable monthly giving campaign.

Launched to coincide with the start of the 2016 national election season, the multichannel effort used closely branded emails, web components and social media posts to create a sense of urgency for prospects and donors. The timing—and the cohesive, powerful messaging—helped the Reformers Club Election Campaign gain 82 new sustainers, exceeding its membership goal by 32 and totaling $11,832 in yearly value.

See the complete list of 2016 winners here.