Taking Innovation to the MAXIs
Political, commercial and nonprofit applications … these examples demonstrate the effectiveness of engaging multiple senses. The sound card is a trend worth keeping in your quiver of ideas for special segments.
And if you haven’t heard about the multisensory audio/video chip, now is the time to dig and learn about the power of this application, as it’s piquing a lot of interest in the commercial market. Think about it — a 2.4-inch LCD video screen embedded within a 5-inch by 7-inch greeting card or market mailer. Hit the play button, and the 15-minute audio/visual will astound you. As a mailer, handout or bound insert, no matter what form it comes in, keep your eye on this product.
Digital not only has arrived, but it’s a winner
Of course, I expected the Digital Media category to be robust and growing, and it didn’t disappoint given the number of winners — 12 in all compared to 2012 when there were just four. Even though this was a campaign year, the winners in this category were not heavily political but instead represented a healthy cross-section of the fundraising industry with most awards going to the environmental segment.
The National Audubon Society’s Online Gift Catalog had the most stunning images and was awarded silver for Nonprofit Sales. The Renewal Series of the National Museum of the American Indian and The Trustees of Reservations earned bronze designations for their results. In the Year-End Email Series — Nonprofit Special Appeal awards, the Environmental Defense Fund took the silver, and bronze went to Compassion & Choices. The most interesting application was the City of Hope “I Am a Cancer Survivor” Patient Conversion Campaign, winning gold for Nonprofit Acquisition/Prospecting.
Pretty pictures + affordable mailers = high ROI
The Direct Mail Acquisition/Prospecting Category winners included formats from the simplest PETA postcard to the more sublime Isabella Stewart Gardner Museum with oversized inserts. Museums ruled this category with engaging visuals.