2008 Gold Awards for Fundraising Excellence: And the Winners Are …
* Daily reflection e-mails, which brought inspirational quotes to recipients’ inboxes.
* One e-newsletter — a mix of stories and reminders about the benefits of giving.
* Rotating fundraising banners on the Covenant House Web site throughout the campaign.
* Holiday-themed e-cards that donors could customize and send to friends or family members.
From Tim O’Leary: “This is how you run an integrated, online campaign. The creative was eye-catching and clean, [and] crisp images draw the recipient further into the body of the e-mails.”
— Melissa Busch
Number of Recipients: 704,379
Total Income Generated: More than $128,000
Average Gift: More than $104
Total Out-of-Pocket Costs: $4,000
Response Rate: More than 46 percent conversion rate
Cost to Raise a Dollar: $0.03
It can be heartbreaking when children can’t enjoy Christmas because their parents are incarcerated and there’s no money to spare for gifts or decorations. To engage its donors, Prison Fellowship explained, simply, in a handful of e-mails sent between Thanksgiving and Christmas, that donors can help these children by donating to its Angel Tree project.
The campaign also included photos of children holding “Dear Santa” letters and wrapped gifts, as well as stories about prisoners’ families who have benefited from Angel Tree.
As Christmas approached, the organization ticked down the days at the top of the e-mails. The last one sent out said, “Only 7 Days Left to Bless the Children of Prisoners.”
This was a breakthrough campaign. Total revenue raised was 51 percent higher than what was collected in fiscal year 2007, according to the entry form.
From Abny Santicola: “Excellent, creative copy throughout all of the e-mails that mixes compelling visuals, photos, teasers and personal stories to engage recipients.”
— Melissa Busch
Related story: FS Gold Awards: Complete List of Winners