Best Friends 2025 Magazine Article Campaign Wins a Gold MAXI for Newport One
In 2017, Best Friends Animal Society made the bold announcement to make America a no-kill zone by 2025. This year, it decided to focus on its mid-level Golden Circle donors to reinforce the important work needed to reach this goal by 2025. This was a bold challenge immediately following its big end-of-year fundraising season.
Developing a package that would stand out, it repurposed an excellent article entitled “A New Day for No-Kill,” which had appeared in the October issue of the Best Friends magazine explaining the 2025 campaign. In a standout 9 x12 envelope with a big image of Astro on the front and a teaser reading, “Together, we will end the killing by 2025,” it included a letter drawing attention to the article and reminding the donor of the 2025 goal. A full-page reply with a direct ask for support, and to a small portion of selected middle donors, a personalized handwritten Post-It note with a business card of its staff liaison paperclipped to the article to enhance the donor’s bond with its mission, completed the package.
But could it generate enthusiasm for a campaign with a target end-date seven years out? Any doubts about that vanished after this appeal raised three times more revenue than the previous year’s effort, exceeding its goal by an incredible 114%. Even after most of these donors had made large year-end gifts, nearly half still gave $1,000 or more, bringing in over $145,000 net revenue to make America a no-kill zone by 2025. This Nonprofit Major Donor package earned Newport ONE a 2019 Gold MAXI.
The 2020 DMAW MAXI Awards is going virtual! It’s official, the 2020 DMAW Virtual MAXI Awards will be held on November 5, 2020 from 5 p.m. to 6 p.m. ET. See details at dmaw.org.
Editor's Note: This DMAW MAXI feature was originally published in the July/August 2020 print edition of NonProfit PRO.