2017 DMAW MAXI Award: Alphabet Postcard Campaign From the Gabriel Group
In this brilliant campaign, The Gabriel Group dug deep into its vault to find a goldmine idea and brought it back to life. Its Alphabet Postcard Campaign featuring not 26 … but 27 separate postcards aimed at showing executives and development directors at food banks how they could benefit from a partnership with the Gabriel Group.
Each postcard featured a colorful image associated with a letter of the alphabet and a word beginning with that letter, as well as copy emphasizing various ways the Gabriel Group could help increase brand recognition, fundraising and donor acquisition. The 27th card showcased how the Gabriel Group goes above and beyond to exceed their customer’s expectations.
This creative campaign garnered a ROI of more than 4200 percent. Additionally, it brought on six new clients with a combined billing potential of nearly $800,000 for the first year. Congratulation to the
Gabriel Group!
Nhu is a content strategist with over a decade of experience improving the way social good brands engage and build connections through human-first storytelling. She currently leads NTB Content, a content marketing agency with a niche in digital fundraising and nonprofit tech.
