2012 DMFA Renewal Package of the Year: amfAR December ’11 Appeal

[Editor's note: Last month, the Direct Marketing Fundraisers Association (DMFA) held its annual Package of the Year Awards luncheon to honor the winning packages. Through the end of the year, FundRaising Success will highlight some of the winners here in Today in Fundraising.]

What happens when the original urgency of your mission diminishes slightly over time because your organization is doing such an effective job in achieving said mission? How do you continue to pique the interest of donors and get them to renew their support?