Direct Mail Campaigns of the Year: World Vision & NHES

By Margaret Battistelli Gardner

GOLD AWARD
The National Humane Education Society
You’ve Got a Friend Campaign
Submitted by: CDR Fundraising Group

The Numbers
Number of Recipients: 25,008
Response Rate: 2.82 percent
Total Cost: $10,033
Income Generated: $12,160
Average Gift: $17.27
Cost to Raise a Dollar: $0.83

This seems to be the year for animal appeals that tend toward the simple side, relying on strong images and heart-tugging copy. This package is no exception. According to the folks at CDR, “This package’s success hinged on the effectiveness of the carrier.”