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

But then there is the Good Counsel Financial Need Appeal, with next to no art other than the organization’s simple logo featuring a black-and-white image of a woman and child over the tagline: “Homes Helping Single Mothers and Babies Since 1985.”

Neither the art nor the outer immediately grabs you, and the judges were concerned about its “open me” factor — or seemingly lack thereof. But the response rate was great, so we knew there was something special waiting inside.