DMFA E-mail Renewal Package of the Year: amfAR Holiday/Year-End E-mail

While the DMFA’s criteria for the e-mail renewal category was for one particular e-mail, the year-end message amfAR sent was actually part of a larger multichannel campaign. Starting earlier in the year, amfAR started a campaign centered around World AIDS Day, which included e-mails, website promotions, social media, direct mail and outside advertising on platforms like Care2. A follow-up e-mail and then another e-mail were sent as part of that campaign, and in those e-mails the holiday e-card was promoted.