MAXI Awards Highlights
Chapman Cubine Adams + Hussey
for the World Jewish Congress Foundation
CC: "Great news for people who feared the great American newspaper was dead. People do still read, and the paper that provides 'all the news that's fit to print' was an integral part of this winning package. The World Jewish Congress Foundation used a special collector's edition of The New York Times filled with historical highlights of its coverage of the Jewish state to inspire major donors to make a big gift. And it delivered. The appeal pulled in a 9.51 percent response rate and an average gift of $652."
Lautman Maska Neill and Co.
for the Marine Corps Heritage Foundation
PF: "Like all good direct marketers, we'd have to admit that we've spent many a sleepless night tossing and turning and worrying whether our big year-end mailing will be tossed in the trash or inspire a large donation. The Marine Corps Heritage Foundation deployed a personal address label strategy in their campaign. To ensure it impressed their donors, they had the labels turned out in their finest dress uniforms. The labels came in more vibrant colors and festive gold foil worthy of any parade — generating a response from almost 5,000 existing donors for this year-end campaign."
DIRECT MAIL: POLITICAL APPEALS
for Sharron Angle
PF: "When donors receive a USPS Priority envelope, you have their attention. The trick is to figure out what to do with it. This winning package for Senate candidate Sharron Angle in Nevada included a graph of poll numbers vividly depicting the results of her opponent's tactics. The chart also clearly showed how her numbers jumped when her TV ads hit the airwaves. The campaign appealed for more support so the numbers would keep rising rapidly. With a response rate of 14.45 percent, the 8,000 plus donors netted a huge $461,000."