Multichannel (Less Than $10 Million): African Wildlife Foundation

Holiday Match
African Wildlife Foundation
Submitted by Sanky Communications

The numbers:

• Recipients: 96,872
• Response rate: 3.12 percent
• Total cost: $30,895
• Income generated: $199,027
• Average gift: $65.79
• Cost to raise a dollar: $0.16

First off, any campaign that harnesses the seemingly endless power of Betty White is just smart, smart, smart. But the way the African Wildlife Foundation used the iconic actress’s involvement is what set this campaign apart.