2008 Gold Awards for Fundraising Excellence: And the Winners Are …
Acquisition (fewer than 50,000 mailed)
Number of Recipients: 39,999
Total Income Generated: $38,551
Average Gift: $58.23
Total Out-of-Pocket Costs: $19,934 (after fulfillment)
Response Rate: 1.66 percent
Cost to Raise a Dollar: $0.517 (after fulfillment)
It’s not often that a direct-mail piece tells its whole story before the recipient even opens the envelope. This winning package’s outer is chock-full.
On the front of the envelope is a photo of African-American soldiers around a military plane, and emblazoned over the photo are the words “We fought prejudice at home and the Nazis in the sky … Please show your appreciation for the WWII Tuskegee Airmen and receive a special souvenir.”
The back of the envelope explains who the Tuskegee Airmen were, their mission and their challenges. Inside the envelope is a four-page letter from Tuskegee Airman Charles McGee, Col. USAF, Ret.
At the end of the letter is this PS: “Through faith and determination we overcame enormous obstacles. This is a lesson that all young people need to hear. Please join me in ensuring the story of the Tuskegee Airmen will continue to inspire them.”
From Margaret Guellich: “A cause well-presented — passionate, respectful, urgent stories. Good, strong case for support.”
— Melissa Busch
Number of Recipients: 648,812
Total Income Generated: $94,162
Average Gift: $132.06
Total Out-of-Pocket Costs: $20,042.32
Response Rate: 0.11 percent
Cost to Raise a Dollar: $0.21
With compelling copy, heartfelt stories and a positive message rounding out the ask, Covenant House really covered all bases with this campaign.
The 2007 Covenant House Holiday Campaign was a fully integrated, online-marketing effort that included the following e-mail, Web site banner and search-engine marketing elements:
* Two fundraising e-appeals — one Christmas-themed with a focus on human interest, and the other New Year’s-themed with an emphasis on the benefits of giving before the end of the year.
Related story: FS Gold Awards: Complete List of Winners