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

This package was mailed in 2011 and then updated with small tweaks for 2012.

"There was a sublet change inside from 2011," O'Brien says. "There is no direct ask, but it highlighted the funding need and really brought across the feeling of the donor as a partner."

As it turns out, this little tweak significantly increased the average gift and brought in about $200,000 overall, also besting the 2011 total, showing the power of making donors feel like partners in the cause.