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

Further, the entire integrated campaign — prior e-mails, direct mail, the lightbox, banner ads, targeted website copy, etc. — raised $115,825 from 681 gifts, with a response rate of 0.57 percent.

Habig says this e-mail was so successful in lifting the overall campaign for a number of reasons. For starters, it had a very clean design that recipients’ eyes were drawn to. Also, the deadline highlighted by the calendar with such a short time to respond created an enticing sense of urgency. Also, the message was well-branded with amfAR’s overall brand, and the look and feel were very consistent with all the organization’s other mediums. Keeping everything above the fold also was key, providing a strong visual impact that got the entire message across quickly. And there was a very easy way to click to donate and go straight to the donation form to get that conversion.