2008 Gold Awards for Fundraising Excellence: And the Winners Are …

The follow-up direct mail played off the idea of a Christmas list, but this time it was a “holiday list” for a boy with Duchenne muscular dystrophy and included things like “Climb Higher” and “Live Longer” with the message, “Some holiday lists are more essential than others.”

The goal was to deliver a 50 percent increase in gross dollars raised, according to the entry form, and the actual increase was 133 percent.