2012 DMFA Midlevel Renewal Package of the Year: ASPCA Memo Mailing

"The hard thing, obviously, is to get the package opened," says Andrea O'Brien, director of midlevel giving at ASPCA. "This looks like a manila folder, interoffice mail, which is intriguing."

Inside the package, the interoffice memo theme continues. In fact, there are two letters, one in handwriting font signed by O'Brien, who also manages the ASPCA's midlevel giving program, the Founder's Society, thanking donors and describing the urgent need, while the other is an actual replica memo, sent to President and CEO Edwin Sayres from Andy Monterose, the senior director of the ASPCA Transport Program.