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

On top of that, amfAR's name recognition has dwindled over the years, and acquisition list marketing is showing signs of saturation, making it all the more vital for the organization dedicated to ending the global AIDS epidemic through innovative research to renew its donors.

For most organizations, that means digging up one of the best and most compelling, emotional stories to center a renewal campaign around. However, that wasn't a clear-cut choice for amfAR. Historically, stories don't work well in fundraising appeals for the organization, Vierengel says, because its constituents are what amfAR calls the "affected and effected" of the disease. They are more interested in learning about new drugs and research to combat AIDS/HIV in fundraising appeals as opposed to the individual, personal stories most fundraisers rely on.