Direct Mail Campaigns of the Year: World Vision & NHES

By Margaret Battistelli Gardner

SILVER AWARD
Coast Guard Foundation
When Disaster Strikes Regional Campaign
Submitted by LW Robbins

The Numbers
Number of Recipients: 7,181
Response Rate: 7.74 percent
Total Cost: $9,553
Income Generated: $39,361
Average Gift: $70.79
Cost to Raise a Dollar: $0.24

The highlight of this package for the CGF was a full-color brochure that included vivid photos and testimonials from people who had been rescued by the Coast Guard. Interestingly, while our judges agreed that this was a winning package, they were torn on the use of the brochure. One said, “Kill brochures!” while another called the brochure the best part of the package.