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

Working with John Mini Consulting on the direct-mail package, amfAR increased its personalization and decided to mail this more emotional appeal to long-lapsed donor segments along with its more active donors. And it made a substantial push on World AIDS Day (Dec. 1) for the campaign.

As it turned out, the year-end gamble on the story of a family with AIDS paid off big time for amfAR. The December 2011 renewal campaign increased response by 25.5 percent and income by 30 percent over 2010, proving that taking a calculated risk can truly make a difference.