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

Telefundraising (Less than $10 million)
April 2013 Telefundraising Appeal
Democratic Governors Association
(Submitted by Nexus Direct)

The Numbers
Recipients: 15,100
Response rate: 16.92 percent
Total cost: $40,336.89
Income generated: $129,168.39
Average gift: $54.99
Cost to raise a dollar: $0.31

In 2013, the Democratic Governors Association found itself challenged to continue donor engagement through a non-election year.

“The objective of this particular telemarketing campaign was simple: mobilize previous donors to contribute by explaining how so many gubernatorial races are neck-and-neck,” writes Ashley Gundlach, group account director at Nexus Direct, adding that the scripts were no-nonsense in describing the dire consequences of Democratic losses.

The campaign featured three calls, each focusing on different talking points: specific Republican governors and the legislation they sponsor; a broader range of topics more likely to affect donors than those in the first round; and Democratic battles in crucial swing states.

Finally, callees were asked to provide email addresses in order to receive timely updates on key election events.

“This tactic proved powerful in not only keeping prospective donors aware of the election results, but to assemble a responsive list that can be used in future telemarketing endeavors,” Gundlach explains.

“This campaign was the highest-grossing of the 2013 telemarketing appeals, with a pledge rate of 16.92 percent and a $54.99 average gift,” she says, adding that those factors helped double the expected net revenue of $43,275 and brought in $88,831 total net by the end of fulfillments.

Additional Telefundraising (less than $10 million) Winner
SILVER: Charitable Resource Foundation — Kids Wish Network (Submitted by the Charitable Resource Foundation)

The Numbers
Response rate: 66 percent
Total cost: $482,944
Income generated: $1,058,480.09
Average gift: $23
Cost to raise a dollar: $0.53

The Kids Wish Network had a helping hand form the Charitable Resource Foundation in this telefundraising campaign brought in more than $1 million for the organization. The results alone made this a winner for a judges.