Winners of the 2014 Gold Awards for Fundraising Excellence

By Margaret Battistelli Gardner

Additional Direct Mail (less than $10 million) Winners
SILVER: World Jewish Congress — Major Donor Urgent Year-End Appeal (Submitted by Chapman Cubine Adams + Hussey)

The Numbers
Recipients: 2.115
Response rate: 15.89 percent
Total cost: $13,976
Income generated: $179,494
Average gift: $534.21
Cost to raise a dollar: $0.07

In December 2013, World Jewish Congress found itself having to play a game of catch-up. The organization established a budget goal of $2.5 million net for the year. Typically, the majority of net revenue comes in during the last three months of the calendar. However, 2013 was unusual in many aspects. Due to the changeover to WJC, American Section, no mailing began until late February 2013, so almost two months of potential income was lost. So the fourth quarter of the year took on even greater fundraising significance.

CCAH mailed a year-end appeal message in mid-October. But entering November 2013, there was still a considerable way to go to meet the organization’s annual fiscal numbers. This award-winning package was mailed on Dec. 12, with just a few weeks remaining in the year. The letter focused on the three remaining weeks to take advantage of a special year-end match (gifts up to $250,000 made by Jan. 30 would be matched).

The appeal generated more than $165,000 net revenue from only 336 contributions, and it did so in a matter of only a few weeks.

BRONZE: Tiger Haven — ROAR!!! (Submitted by Fund Raising Strategies)

The Numbers
Recipients: 19,729
Response rate: 16.69 percent
Total cost: $64,418
Income generated: $169,398
Average gift: $51.44
Cost to raise a dollar: $.38

There is just no containing the joy when you open the holiday card that is part of this package, and Ramses the lion roars out a holiday greeting. (Well, just roars.)