Direct Mail ($10 Million and Up): United States Holocaust Memorial Museum

Tribute Candle Appeal
United States Holocaust Memorial Museum
Submitted by ABD Direct

The numbers

• Number of recipients: 89,246
• Response rate: 6.89 percent
• Total cost: $62,378
• Income generated: $252,256
• Average gift: $41.02
• Cost to raise a dollar: $0.25

Just by virtue of its predominantly black, No. 10 outer, this package stands out in the mail. Adding to the allure is a photo cutout of a lit candle and the message: “Candle Enclosed — Your immediate attention requested.”