MAXI Awards Highlights
DIRECT MAIL: NONPROFIT EVENTS
Griswold & Griswold
for the Washington Animal Rescue League
PF: "As you all know, it can be quite a task to get dinner reservations in town during the holidays. That's why it's a good idea to have options. And that was the thinking behind the Washington Animal Rescue League's launch of a campaign they affectionately called 'Pick Your Dinner Date.' Donors were invited to attend one of two small, intimate dinners roughly a week apart to raise money for a new animal rescue van. The invitation package was built around a diagram of a van along with pictures of similar vehicles for the rescue of cats and dogs. The results of the 'Pick Your Dinner Date' mailing more than tripled the income of the record-setting event in the previous year — with an average gift of $2,667."
DIRECT MAIL: NONPROFIT RENEWALS
Chapman Cubine Adams + Hussey
for the World Jewish Congress Foundation
PF: "How do you define class? You just know it when you see it. You know it by its elegance when it walks into the ballroom, delivers a speech, drives by on the street or steps in front of a camera. It's the top. It's a bottle of Dom Perignon. It's the 'Mona Lisa.' It's this prize-winning package on behalf of the World Jewish Congress Foundation. Maintaining a high level of prestige with upscale donors is crucial to getting them to continue their generous support. And this campaign delivers, with high-quality paper stock throughout, personalized calling cards and an exquisitely detailed letter about the various threats faced by Jewish people around the world. This package inspired a response rate of more than 20 percent, and it consistently brings in more than double the income from any other campaign in the year."
DIRECT MAIL: NONPROFIT APPEALS
Avalon Consulting Group
for the Galapagos Conservancy
PF: "The more we know, the faster we understand that we have so much to learn about direct marketing. Who knew that a simple but high-yielding campaign sent to general members would work well with major donors? With a few enhancements like additional personalization, First Class postage and an inspiring photograph of a tortoise returning to Pinta Island for the first time since 1972, this appeal for the Galapagos Conservancy worked gangbusters. Lesson learned: You don't have to use a $5 package to bring high returns. Budget restrictions did not prevent this low-cost appeal from bringing in an impressive 18.24 percent response rate with an average gift of $766."