E-mail Campaigns of the Year: Trust for Public Land and People for the American Way

GOLD AWARD
The Trust for Public Land
Vote for Your Membership Card Image
Submitted by Chapman Cubine Adams + Hussey

The Numbers
Number of Recipients: 143,646
Response Rate: 0.12 percent
Total Cost: $1,500
Income Generated: $8,208
Average Gift: $48.86
Cost to Raise a Dollar: $0.18

Our judges were impressed with the creative engagement device used in this campaign. The objective of the campaign was to increase the response rate of the renewal series and track how an engagement incentive worked to increase the number of renewed donors. To make it different from the regular messages in the renewal series, it offered early renewal donors the incentive of voting for the image on the membership card for 2012.