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

And this winning holiday/year-end postcard e-mail was the final phase of that cohesive multichannel campaign.

“We had a series of e-mails going out to various different segments of [amfAR’s] donor population,” Habig says. “But the final campaign, the most successful e-mail was the year-end campaign to remind people about the advantage of making a tax-deduction gift before the end of the calendar year.”