2014 DMAW MAXI Awards Results
An urgent appeal from Medicine Sans Frontiéres/Doctors Without Borders in response to Typhoon Haiyan triggered an 8.8 percent response rate and average gift of $102. The three-piece format — letter/reply, red double window outer envelope and return envelope — was in the mail within five days — a simple format and a winning strategy for OMP Direct.
Eidolon elevated the overall performance of a standard International Rescue Committee newsletter appeal, nearly doubling the response rate, raising 50 percent more revenue than the prior year’s newsletter, and driving the average gift to $54. The “Emergency Update Newsletter Appeal” included a 16-page Special Emergency Response report with stories from the field of IRC in action and the ongoing crisis in Syria.
The spcaLA special holiday appeal enabled pet lovers to make a gift in honor or memory of a special pet, including a tribute card. Newport Creative’s approach resulted in a 9.5 percent response and nearly $150,000 net. One donor who previously had given no higher than $50 gifts made a tribute gift of $10,000. Fabulous.
Epsilon’s “Big Cats” multichannel special appeal to raise funds for a new leopard habitat at the San Diego Zoo included all the right elements: spectacular imagery, a 50 percent matching grant opportunity, direct mail, website branding, email, and a special recognition incentive to add the donor’s name or a loved one’s to a commemorative plaque in the new habitat. The appeal increased net revenue by 80 percent and received a response rate of 153 percent higher than the prior year’s appeal in the same month.
Last, the MAXI Platinum Big Idea Award was awarded for the second consecutive year to St. Labre Indian School and Fundraising That Works! No children singing holiday carols this year. Just a “pink slip” highlighting the program cuts due to funding shortages. The “Shortfall Campaign” hit home and netted more than $1.2 million.