Direct Mail (Less Than $10 Million): City Harvest and Good Counsel Homes

The numbers

• Number of recipients: 16,589
• Response rate: 9.41 percent
• Total cost: $16,115
• Income generated: $179,065
• Average gift: $114.71
• Cost to raise a dollar: $0.09

This was the category that the judges struggled with the most. Both packages had terrific results, both were moving and both were powerful. And, really, both were quite simple. But both were all of these things — in different ways.