And the Winners Are …
Our judges found this to be an unusual and expensive risk, but it was one that resulted in an 82 percent response rate and surpassed its fundraising goal by more than $100,000.
Brian Weiner, president of One on One Gulfcoast, said that the campaign yielded a more than 60 percent increase in giving levels over the previous year’s annual appeal and that nearly three out of five families met or exceeded their gifts from the previous year.
He also said that the campaign received the 2006 Best Practices award from the Print on Demand Initiative, a nonprofit industry consortium of vendor companies chartered to foster the growth of the digital-printing industry.
Grand Control of the Year
Fidelco Guide Dog Foundation
Organizations constantly are testing new direct-mail packages, coming up with new controls, testing against them with something even newer, and so on. The control is what’s working now. Whether it’ll work tomorrow or next year is anyone’s guess.
But a mailing that’s been unbeatable for five years — a grand control — that’s a sure thing. Grand controls are a serendipitous mix of components that come together to form a powerful call to action that speaks not only to specific prospects and donors in a way that resonates with them, but that also resonates with almost anyone who reads it.
All that power … and most grand controls aren’t even the super-glitzy packages with all the bells and whistles that you might expect. So after hours of sifting through and rating some pretty slick packages, our judges were happy to dive into the relatively simple world of the Grand Control category.
This mailing from Fidelco Guide Dog Foundation is an excellent example of a simple mailing with a message that’s universally powerful and irresistible. It starts with the white, 6-inch-by-9.5-inch carrier envelope with this quote from a blind person next to a black-and-white picture of a guide dog: "When my world turned dark and terrifying, this dog brought me back and gave me a life I never dreamed of! Let me tell you my story … ”
- Adams Hussey and Associates
- Big Duck Studio
- DMA Nonprofit Federation
- Doctors Without Borders
- Greenpeace U.S.A.
- Grizzard Agency
- Habitat For Humanity International
- Lautman Maska Neill & Co.
- LW Robbins Associates
- Newport ONE
- Oxfam America
- Planned Parenthood Federation Of America, Inc.
- Salvation Army
- World Jewish Congress, American Section