And the Winners Are …
"In addition, the powerful images and copy helped us acquire a higher-value donor, with an average gift 14 percent above the control."
DIRECT MAIL: RENEWAL (50,000 or more mailed)
3 Cent Bank Package
Submitted by CDR Fundraising Group
• The Numbers
Total Income Generated: $64,206
Average Gift: $15.60
Cost to Raise a Dollar: $0.83
Total Out-of-Pocket Costs: $24,667
Response Rate: 8.22 percent
When you think Toys for Tots, you think Christmas, right? Sure you do. And most of us are not thinking Christmas in August. But this package from the Marines Toys for Tots Foundation put the holiday/giving season top of mind for its recipients.
It's a nice, neat little mailing that is nearly devoid of Christmas imagery, save for the organization's signature toy train design and the clever cardboard bank festooned with red-and-white wrapping paper and a green ribbon.
The most notable elements of the package easily are the crisp image of a pile of pennies on the outer and the three actual pennies peeking through the address window.
Our judges like that this theme works on many levels. The three pennies represent a vital piece of information that Toys for Tots was looking to share with its recipients.
"Toys for Tots dedicates 97 cents from every dollar donated directly to program services," says Alisdair Sewell, account executive at CDR Fundraising Group. "Included in the package were three single pennies and an innovative coin bank, intended to encourage philanthropy and saving.
"Recipients were encouraged to start saving when they received the package in August of 2009 and then, when December arrived, to use the savings from their coin bank to shop for a new toy to donate to Toys for Tots," Sewell adds.