2014 Gold Awards for Fundraising Excellence Campaign of the Year: The Children's Center
The Children’s Center in Detroit went all out to create a campaign that truly embraced the notion of multichannel and gave some of our judges chills with its powerful messaging and far-reaching appeal.
Inside, they found highly personalized elements including personalized blueprints of the building and a handwritten note from CHOP’s executive VP (with his business card and contact info).
This mailing, which went out to low-dollar donors, midlevel donors, major donors and the hospital’s board of trustees during a peak fundraising time (November to December 2013), was a risky one. The hospital had never mailed to both low-dollar donors and major donors at the same time. The package also needed to redirect donor attention from patient stories (the crux of all previous fundraising efforts) to funding a building. There was no choice but to make it genuinely unique.
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