Gold Awards Special Mention Honorees
Somewhat controversial was the fact that this campaign kicked off in early December with a non-ask e-mail from the City of Hope staff that simply thanked donors and wished them well for the holidays. (OK, it's less controversial as an e-mail than it would have been as a direct-mail piece, but still ...) This three-e-mail series went out to former City of Hope patients who were not yet donors, and the non-ask "engaged the audience in a way that a fundraising message wouldn't, reminding them that they were still part of the City of Hope family and starting the campaign off on a positive note, thus making the audience more receptive to future fundraising asks."
Right in the middle of its very successful Membership Month E-appeal Series that featured institutional messaging and a matching-gift opportunity, Farm Sanctuary was alerted to an emergency situation where more than 60 neglected farm animals were in need of rescue. Due to the financial drain such an endeavor would put on the organization, it was decided that the current e-mail appeal would be dropped and an emergency appeal put into motion.
The ensuing Cattaraugus Emergency Rescue E-mail was hard-hitting and really played on the emergency theme. The look of the e-mail was intense, featuring mainly black and red, as well as photos of the actual animals that were rescued and videos taken at the rescue site. The text of the e-mails is heartbreaking and pulls the reader right onto the horrendous scene.
Our judges were especially impressed with a header on one of the e-mails: "*Breaking news from the field: As we were about to send this email, we learned that two of our recently rescued cows ... are pregnant ..."
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