2014 Gold Awards for Fundraising Excellence Multichannel ($10 Million and Over) Winners
“We entered this competition to share with other nonprofits what has worked for us,” Thompson writes. “To inspire use of their imagination to connect with generational donor audiences in new and relevant ways, beyond the traditional approach. And to say, ‘Think outside the proverbial box. Get creative.’”
Additional Multichannel ($10 million and over) Winners
SILVER: Human Rights Campaign — The Supreme Court and A Red Equal Sign (Submitted by HRC)
Response rate: 1.82 percent
Total cost: $67,031
Income generated: $130,391
Average gift: $72.04
Cost to raise a dollar: $0.51
It all started with a simple red equal sign. Well, sort of. HRC’s historic overtaking of Facebook and Twitter with a red-tinted version of its iconic blue-and-yellow logo actually started with an email when, in March 2013, two landmark marriage-equality cases reached the United States Supreme Court. The email educated the organization’s more than 1.5 million members and supporters about the cases. Then on the first day of oral arguments, HRC posted the specially hued logo and asked others to adopt it on their social-media pages. By June 2013, HRC had provided innovative apps for mobile, Facebook, Twitter and HRC.org, and the red logo was everywhere. Following up, the organization mailed an Equality-Gram fundraising appeal, asking for a special donation to continue its mission.
In three short months, the Red Equal Sign and campaign around the marriage-equality cases added more than 300,000 new followers to HRC’s Facebook page and 26,000 new followers to its Twitter page; smashed previous one-day Web traffic records for HRC.org four times over; added 100,000 new email addresses to HRC’s online activist files; added 150,000 signatures to its Majority Opinion e-letter, resulting in $42,000 in post-action donations; fulfilled 63,000 requests for free HRC logo stickers, with more than 50 percent of those requests coming from people who had never engaged with HRC in the past (after requesting a sticker, those people were presented with an opportunity to donate to HRC — that page saw a 1.74 percent response rate, with more than 80 percent of those donations coming from first-time HRC donors); saw 40,000 smartphones download HRC’s Red Logo iPhone and Droid apps, with more than 25 percent of the users providing new email addresses. In addition, the Equality-Gram mail piece exceeded it goal fourfold.