2014 Gold Awards for Fundraising Excellence Email (Less Than $10 Million) Winners

BRONZE: People for the American Way — Repeal Citizens United Campaign (Submitted by CCAH)

The Numbers
Recipients: 4,958,816
Response rate: 0.08 percent
Total cost: $8,163
Income generated: %156,189.49
Average gift: $38.99
Cost to raise a dollar: $0.05

This four-month campaign was a stellar exercise in testing that also brought in a significant amount of money. The audience for the campaign was People for the American Way’s entire list, including recent donors, lapsed donors, reinstate donors and non-donors. In addition to raising money, the goal for the campaign was to test PFAW’s Repeal Citizens United messaging against other possible topics to gauge supporters’ interest. Was the long-standing Citizens United messaging wearing thin?