And the Winners Are …

WCS also prominently featured the campaign on its homepage, using a powerful "camera trap" photo of a tiger and a short call to action linking to the donation form.

In this campaign, WCS mastered the fine art of multichannel messaging and incorporated a variety of best practices. Our judges liked the progressively urgent feel of the messaging, the uncluttered look of the entire campaign and the seamless website tie-in, as well as the brief but thoughtful donor follow-up e-mail.