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

The package also includes a color brochure that introduces the recipient to some of the survivors who work at the museum (who would be honored with the candle), including their stories, and old and current photos.

The candle was a risky proposition because it made the promise of a “gift” to the person opening it yet didn’t quite come through in the traditional way. But the museum and ABD Direct really found a perfect and perfectly unique, mission-appropriate involvement device, and the clever proposition made for terrific results.