Strike a Match
“It was such a win-win-win on every side,” he adds. “There were a couple lessons learned: 1. You can take a match and make it work really well in the strongest mail-cycle months, and you can do it in the weakest time and raise the bar that way too. 2. You can take a donor who is already a great supporter of the organization at a very significant level and energize that donor to give even more when he realizes his contribution is making a big difference and being used effectively.”
LW Robbins and CGF also learned that an emergency appeal doesn’t necessarily have to cannibalize other campaigns throughout the year, as the Fallen Heroes campaign proved. Like the emergency appeal, this campaign also won a NEDMA 2013 Award for Creative Excellence, taking home Silver.