2016 Gold Award Winners: Campaign of the Year
Response Rate: 1.17 percent
Total Cost: $241,250
Income Generated: $1.24 million
Average Gift: $120.57
Cost to Raise a Dollar: $0.24
Why It Won
The scope of this multichannel campaign—consisting of an email series, social media posts, landing pages, SEM ads, catalogs, inserts, brochures and more—is staggering. But it was the consistency across channels that really wowed our judges. Beautiful, attention-grabbing creative is paired with a remarkable amount of in-depth information on Episcopal Relief and Development’s impact, mission and reach. That can be overwhelming sometimes, but not here—everything, from the 20-page Christmas catalog to the modal windows, is engaging and easy to read.
Most importantly, the campaign made it easy for donors to give, and to see the good their dollars could do. A suggested-donation chart on one direct-mail piece listed the exact cost of a goat, clean water for a family and more, while an online Advent calendar made each day’s suggested gift—say, protecting a vulnerable mother and her baby—available with one click. The campaign’s $1.24 million in income generated and $0.24 cost to raise a dollar reflect the warmth, ingenuity and precision of this incredible multichannel effort.
“The comprehensive nature and attention to detail and planning on a truly well-engineered and executed multichannel campaign is exciting to see,” wrote one of our judges. “The results of this campaign speak to the depth of value the engaged members of Episcopal Relief and Development have with the community.”
See the complete list of 2016 winners here.