Direct Mail Campaigns of the Year: World Vision & The National Humane Education Society

SILVER AWARD
The Trust for Public Land
Conservation Champion Relaunch
Submitted by Chapman Cubine Adams + Hussey

The Numbers
Number of Recipients: 1,052
Response Rate: 5.2 percent
Total Cost: $13,625
Income Generated: $49,144
Average Gift: $940
Cost to Raise a Dollar: $0.28

Last year, TPL sought to relaunch its mid-level giving programs by upgrading existing and former members of this group, which previously featured a much lower price point. For several years, qualification for the mid-level group required a one-time gift of $1,000 at any point in the donor’s giving history. However, in March 2011, CCAH’s Lon Chapman wrote, “the mid-level group was rebranded as ‘Conservation Champions’ and required an annual commitment of at least $2,000.”