And the Winners Are …
"The story was the same across all mediums: In order to save the tigers of the world, immediate action needed to be taken," Harrington explains.
The direct-mail pieces included response coupons that asked donors for gifts based on their past giving and showed what their donations would become when doubled. E-mails were sent around the time of each mail piece and then again right before the end of the Dec. 31 deadline for one final push.
WCS also prominently featured the campaign on its homepage, using a powerful "camera trap" photo of a tiger and a short call to action linking to the donation form.
In this campaign, WCS mastered the fine art of multichannel messaging and incorporated a variety of best practices. Our judges liked the progressively urgent feel of the messaging, the uncluttered look of the entire campaign and the seamless website tie-in, as well as the brief but thoughtful donor follow-up e-mail.
"Which in my opinion is a practice that should be used more these days," Stuart says.
"Simple, clean and to the point," fellow judge Steve Kehrli says. "Nothing confusing or complicated, and the images are excellent, reinforcing the copy that carries across each channel."
And lest you feel the urge to argue the power of simplicity, response to this campaign beat projections by 197.4 percent and revenue beat projections by 429.7 percent. Average gift was 117.75 percent higher than expected.
WCS raised 84 percent more funds with this campaign than in the same time frame the previous year and increased the number of donors 105 percent. Not bad for a campaign that, by necessity, turned WCS' fundraising strategy on its head. FS