2016 Gold Award Silver Winners: Direct Mail House, Direct Mail Acquisition
This package has several things going for it. The outer accomplishes its mission—to get the donor inside—in three ways. First, its dimensions (6x8") make it stand out compared to other nonprofits mailing #10 or larger sizes. Second, for its size, it has a bit of heft to it. Third, it tells the recipient there’s a pop-up calendar inside. The colorful calendar is a freemium that also helps set Camillus House and Health apart from other organizations.
The letter puts the emphasis on the contributor from the start by thanking them for their past generosity and how it’s helped the community. Then, it moves on to ask for a Christmas gift, in keeping with the season. The great response rate—10.71 percent, undoubtedly due to the premium—and the $0.19 cost to raise a dollar further set this mailing apart.
Sounds of Yellowstone CD Acquisition
Yellowstone Park Foundation
Submitted by New River Communications
This acquisition package from Yellowstone Park Foundation does several things exceptionally well. The letter begins the job of communicating Yellowstone’s awe and majesty. And it keeps the prospective donor focused on the positive—how he or she can help the foundation in its mission to preserve the park. The CD freemium, the centerpiece of the package, is a big bonus. The CD is an involvement device that works because it provides tangible ongoing value to the donor. Music and sounds of nature can help evoke emotions. Here, it reminds contributors of the park’s beauty—and why it needs protecting. It’s easy to see why this mailing resulted in more than 7,000 new donors to the file, at a strong $12.94 cost to acquire.
See the complete list of 2016 winners here.