Multichannel Campaigns of the Year: People for the American Way and Christian Appalachian Project

Our judges liked that the appeals were simple and straightforward with no special bells and whistles. They kick off with a punch — a reminder that “The 2012 election may be one of the most important in modern history, so much is at stake.” And after a short explanation why that’s so, the copy includes the donor by asking a “major favor: Will you renew your 2012 PFAW membership early, to provide our organization with the financial boost necessary to get our campaign under way?”