PACKAGE OF THE YEAR Gold: Habitat for Humanity International Special Development Appeal (Craver, Mathews, Smith & Co.) Silver: Rhode Island Community Food Bank Annual Review Brochure (DaVinci Direct) Bronze (Tie): Tuskegee Airmen — Charles McGee Campaign (Fundraising Strategies) CARE November/December World Report (Merkle) ACQUISITION (50,000 OR MORE MAILED) Gold: Utah Food Bank 2007 Thanksgiving Donor Acquisition (L.W. Robbins) Silver: Wildlife Conservation Spring 2007 Acquisition (Schultz & Williams) Bronze: Mail Call Hurts (Gum Version) (Fundraising Strategies) ACQUISITION (FEWER THAN 50,000 MAILED) Gold: Tuskegee Airmen — Charles McGee (Fundraising Strategies) Silver: Bidawee “Welcome” (SCA DIrect) Bronze: Adaptive Clothing Gift Tag Package (Fundraising Strategies) RENEWAL (50,000
Schultz
St. Vincent Meals on Wheels in Los Angeles is the largest privately funded Meals on Wheels program in the United States, serving more than 3,000 hot meals a day to home bound seniors in Los Angeles County. In the last 20 years, SVMOW has grown its low-dollar individual-giving program dramatically, starting with just a few hundred donors to more than 50,000 people who regularly contribute to and support the organization. Over the years, SVMOW has enjoyed increased revenue from its donor base through strong renewal rates, increased frequency and upgraded gifts. However, as the program matured, the organization was faced with the same questions
To boost your odds of success with direct mail, closely tie the visuals and messaging of your direct-mail package to your organization’s brand and marketing. In addition to getting the gift, a good direct-mail campaign should build an overall clear and positive marketing impression for your nonprofit. In the case of a zoo or museum, make the package an extension of the new exhibit’s advertising campaign. In the case of a charity, consistently use program facts and heartwarming photos to show and tell donors how many people (or animals) they’re helping or supporting. The positive impression created can help you down the road, and
In fall 2002, the Greater Los Angeles Zoo Association, which each year sees 1.4 million visitors pass through its gates and mails close to a million direct-mail appeals, felt the need for a direct-mail face lift.
The membership appeal the zoo had been mailing was a two-color effort, with a photo on the carrier of a little girl giggling as a chimpanzee looks back at her through a window.
