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

However, with ambitious goals and the organization at a bit of a crossroads, amfAR decided to roll the dice and gamble on a story for its renewal letter copy, straying from its typical research angle. So in its December 2011 renewal appeal, which was named co-Renewal Package of the Year by the Direct Marketing Fundraisers Association along with Helen Keller International, amfAR told the story of family in which the mother and her children are afflicted with AIDS.