2014 Gold Awards for Fundraising Excellence Multichannel $10 Million Up

By Margaret Battistelli Gardner

The organization tackled this issue with a multichannel effort, the hallmark of which was powerful imagery that remained consistent across channels. Extensive testing via email was done early in the season to inform strategy during the final weeks of December and then again in December to chart a course for 2014. WWP also tested eight different sets of ad creative over the course of the year-end period, ensuring that controls were identified by the height of the giving season; the testing was structured like a domino effect, with results of each test informing the next stage of testing.