2008 Gold Awards for Fundraising Excellence: And the Winners Are …
From Margaret Guellich: “This package contains great elements — passion, urgency, storytelling. The letter is short and to the point. Backup [and] the case for support is laid out extremely well. You couldn’t say no. I’d mail this package to my major donors!”
— Melissa Busch
Renewal (50,000 or more mailed)
Number of Recipients: 370,069
Total Income Generated: $1,804,299
Average Gift: $85.40
Total Out-of-Pocket Costs: $124,862
Response Rate: 5.71 percent
Cost to Raise a Dollar: $0.069
Never underestimate the value of a simple thank-you. CARE USA doesn’t in this package.
Its “A Million Thanks from a Million Places” World Report package tugs at donors’ heartstrings with a beautiful, four-page newsletter featuring short vignettes from people around the world telling how the organization — supported by important donor contributions — helped them secure an education, receive better health care and start small businesses.
CARE President and CEO Helene D. Gayle also expresses her gratitude in a thank-you note within the newsletter.
According to the entry form, the newsletter had “a response rate of nearly 13 percent and an ROI of $41.50 for our highest-value donors.”
From Paul Bobnak: “[Gayle’s] letter is … quite effective in that it points out that [donations will be doubled]; the newsletter strongly reinforces the impulse to renew. Gift amounts are reasonable considering their impact; good personal stories in the newsletter.”
— Melissa Busch
Renewal (fewer than 50,000 mailed)
Number of Recipients: 22,834
Total Income Generated: $210,704
Average Gift: $76.48
Total Out-of-Pocket Costs: $14,020
Response Rate: 12.07 percent
Cost to Raise a Dollar: $0.07
Rhode Island might be small in size, but the Rhode Island Community Food Bank showed big in this competition. And it’s no wonder.
Related story: FS Gold Awards: Complete List of Winners