And the Winners Are …

Grueling is the word that crossed the lips of the intrepid judges for our 2006 Gold Awards for Fundraising Excellence as they made their way out of our offices one hot afternoon in August.

Not that we’re particularly demanding taskmasters, but the competition was, indeed, fierce. Much to our glee, it grew from 33 packages in 2005 to nearly 90 this year (sent in by 21 agencies and four nonprofit organizations). Some of the categories remained the same, but we added a few and tweaked a few others.

Entries were broken into three main categories: Direct Mail, E-philanthropy and Multi-channel. Under Direct Mail, there were Acquisition (50,000 mailed and more); Acquisition (fewer than 50,000 mailed); Renewal (50,000 mailed and more); Renewal (fewer than 50,000 mailed); Special Appeals; and Grand Control of the Year. Our 2006 Package of the Year is the one that garnered the most points from among the Direct Mail winners.

Our judges — Jill Murphy, manager of member services at the DMA Nonprofit Federation; Steve Froehlich, director of development analytics at the ASPCA; Paul Bobnak, director of North American Publishing Co.’s Who’s Mailing What! Archive; and FS Senior Editor Abny Santicola — spent a full day poring over the entries.

Judging was fairly informal, with the judges locked — um, I mean — situated comfortably in NAPCO’s Franklin Room, free to compare notes and seek each other’s opinions. They judged each package on a scale of 1 to 5 in areas that included results, revenue, copywriting and creative. Following are the efforts that they found to be among the best of the best for 2005. — M.B.

--- Direct Mail Categories ---

PACKAGE OF THE YEAR and Winner, Special Appeals

Food for the Hungry May 2005 Child Sponsor Celebration Appeal
Submitted by Merkle/Domain

Numbers
Number of Recipients: 11,255
Total Income Generated: $104,840
Average Gift: $30.59
Total Out-of-Pocket Costs: $23,589
Response Rate: 37.31 percent
Cost to Raise a Dollar: $0.18

Three cheers for a nonprofit mailing that makes you want to throw confetti in the air and party! Our judges unanimously were enamored with this happy effort from Food for the Hungry.

Feeding hungry children in developing areas of the world is serious business, but because this unique mailing markets, in part, to children themselves, the look and feel had to be upbeat, and full of hope and joy.

The package was sent to folks who already sponsor children through the program, many of whom use the sponsorship to help teach their own children and grandchildren about poverty and philanthropy.

“The package focuses on the fun aspect of sponsorship,” wrote Kathryn Conway, marketing and PR specialist for Merkle/Domain, who submitted the package. “Even though an adult will ultimately make the decision and write the check, we’re partially marketing to children.”

The package also addressed special challenges for the organization, Conway wrote. First, once the $28-a-month sponsorship commitment is made, no additional funds are needed on behalf of the sponsored child, but there’s still a need to raise money for children in the program who don’t have sponsors. Also, sponsors had indicated that they were looking for increased interaction with the children they sponsor.

Each year, Food for the Hungry throws birthday celebrations for sponsored children in communities throughout the world. This package invites the sponsor to send a birthday card to his or her sponsored child, as well as an additional donation that would allow unsponsored children also to participate in the party.

The 6-inch-by-9-inch glossy outer features two poly windows, both of which show through to the enclosed letter. The top poly window announces, “Special card for Edithalice [the sponsored child] enclosed!” and the second is the address window. Between the windows is the teaser, “Party Enclosed!” and alongside is a colorful illustration of people standing on green grass holding a giant cupcake with icing designed to resemble a map of the world, sprinkles and a single lit candle. All around the cupcake is a smattering of colorful confetti.

The party theme carries over to the back of the envelope, which is covered with illustrations of confetti and multi-colored balloons. Stretched across the back of the envelope, below the Food for the Hungry return address on the envelope flap, is an illustration of ribbon and the words, “Please Do Not Bend,” written across it.

Inside is a double-sided, 8.5-inch-by-11-inch letter that continues the envelope’s party theme — with more multi-colored confetti and balloons to the right of the salutation. The letter, signed by Food for the Hungry President Benjamin K. Homan, indicates that the mailing is from Food for the Hungry’s Child Sponsorship Ministry and discloses the cause for celebration: “Edithalice Puno’s birthday celebration is coming!”

The 3.5-inch-by-8.5-inch reply device reiterates the message above the ask string: “I want Edithalice to have the best celebration ever! Please send this birthday card to my child, and share the blessing of the celebration with as many children as possible!” Next to each amount in the ask string is the number of unsponsored children that will benefit from the donation, e.g., “$27.50 for two unsponsored children.”

The 3.5-inch-by-7-inch birthday card carries over the cupcake-and-confetti theme and includes the message, “Jesus Loves You,” personalized with the child’s name below. The inside left panel has a Gospel verse from the book of Mark, while the right panel reads, “I love you too! With lots of love,” and a line for the donor’s signature.

Concluded Conway: “The Celebration Appeal continues to be a consistent performer for Food for the Hungry. With a response rate of nearly 38 percent, an average gift of $30.59 and an ROI of 5.44, the performance of this appeal was fantastic!”

Our judges whole-heartedly agreed, and they happily named this Package of the Year, as well as the winner in the Special Appeals category.

ACQUISITION (50,000 Mailed and More)

DOROT Food Sticker and Meal Ticket Acquisition
Submitted by Lautman & Co.

Numbers
Number of Recipients: 134,603
Total Income Generated: $57,488
Average Gift: $43.45
Total Out-of-Pocket Costs: $49,615
Response Rate: 0.98 percent
Cost to Raise a Dollar: $0.86

This mailing by DOROT, a New York City-based organization that provides kosher meals to home-bound Jewish elders in the tri-state area, is the product of an organization’s realization that it needed to do something fresh to gain new donors in the same small, regional market it had been reaching out to — and saturating — for 15 years.

Rather than tease or beat around the bush, DOROT states the package’s purpose from the outset on the front of its No. 10 white carrier envelope: “Meal Tickets Enclosed: Please Help Feed the Jewish Elderly.” To the right is a sticker with an illustration of a plate of food and instructions to place the sticker on the enclosed reply form.

Inside is a four-page, 8.5-inch-by-11-inch letter, a reply device of the same dimensions and a simple, white BRE. Though few in number and relatively simple, the mailing’s elements are anything but ordinary. The letter does an amazing job of using quotes from the elders DOROT serves to shed light on the work the organization does. The Johnson box sets the stage with three consecutive quotes from Estelle, Ruth and Harry that demonstrate the need for the work DOROT does, e.g., “‘Since I broke my hip, I’m trapped at home — it’s impossible for me to shop or cook for myself.’ — Estelle G., 90.”

The same three people are quoted and referred to later in the letter to illustrate how DOROT helps them. For example, on Page 2, Estelle is quoted again, saying, “With the delicious, frozen kosher meals I receive from DOROT every week, I can have nourishing food without sacrificing my traditions.”

Another key to its success is the reply device, called, in this case, a “Meal Ticket Contribution Form.” Attached to the form are six perforated meal coupons that correspond with the ask string and illustrate what the different donation amounts will provide, e.g., “1 Week: I have enclosed $36, the cost of one week of kosher food and friendship for a home-bound Jewish elder.”

Each ticket shows an illustration of a bag to represent each week of food the donation will provide. Recipients are asked to indicate their donation amount on the ask string, place the removable sticker from the carrier envelope on the coupon that matches their donation amount and send the complete form back to DOROT.

Our judges were pleased with both the involvement device and straightforward way in which the ask string spelled out what each gift amount would buy.

“Placing the sticker on the outer envelope raised the response rate by 30 percent by grabbing the prospect’s attention and increasing open rates,” wrote William Li, account assistant at Lautman & Co., who submitted the package. “By connecting the ask amount with the number of meals, the meal tickets increased the average gift by $8.56.

“Overall, the introduction of this new package has increased the profitability of DOROT’s direct-mail fundraising program by enabling them to acquire new donors at a net profit — something that is difficult for any organization to do, let alone one that has mailed for many years into a limited regional market,” he concluded.

Acquisition (Fewer Than 50,000 Mailed)

Habitat for Humanity A Measure of Compassion Acquisition Package
Submitted by Craver, Mathews, Smith & Co.

Numbers
Number of Recipients: 25,000
Total Income Generated: $18,490
Average Gift: $37.20
Total Out-of-Pocket Costs: $11,734
Response Rate: 1.99 percent
Cost to Raise a Dollar: $0.63 cost to raise $13.59 net per donor

Complaining about being limited to 5 as the highest points value he could award in the judging categories, one of our judges unabashedly called this mailing from Habitat for Humanity the “best package I’ve ever seen … with incredible results to boot.”

It’s a beautiful and powerful thing when messaging and imaging come together to communicate a common theme that’s woven throughout all the elements of a direct-mail package — and even more beautiful when a unique freemium ties it all together.

In this mailing, Habitat forgoes the oft-employed direct-mail freemiums, and opts instead for a branded tape measure. Why a tape measure? An image of a tape measure stretched across the face of the yellow No. 10 carrier asks the same question.

The question is answered in the headline at the top of the four-page, 8.5-inch-by-11-inch letter. Below the Habitat for Humanity logo is the same tape measure image used on the carrier and the headline: “It’s not just a tape measure. It’s a measure of compassion.” The letter explains that the tape measure can be used by recipients and serve as a reminder to them of the work Habitat does. It also is a symbol of a measure of donors’ compassion: “Like every other tool and material we use … each tape measure, hammer, nail, floorboard and window … is provided through the generosity and compassion of people who care, like you.”

The letter goes on to tell the story of one of the families in need that Habitat was able to help, and woven through the story is the theme of a measure: “So by the time the last piece of lumber is measured, final nail is pounded …”; “With just a small measure of empathy from you today …”; and “By any measure, the Habitat program is an incredible success.”

The white tape measure with house-shaped metal buckles at each end is folded and laid against a 3.5-inch-by-8-inch piece of white cardboard, sandwiched between the Habitat logo and copy reading, “With a measure of compassion we can save children in need from poverty housing.”

The reply device also is tied into the measure theme, with a basic image of ruler lines stretching down the left margin and the headline, “With a measure of compassion, we can save needy children from poverty housing,” at the top. And, as if the inclusion of the symbolic tape measure isn’t enough to make recipients feel that the organization’s mission is in their hands, the ask string specifies what tools each dollar amount will purchase, e.g., $20 to buy a 50-pound box of nails.

Two generic inserts used in a variety of Habitat appeals are included as well: An 8.5-inch-by-11-inch glossy, four-color insert announces that donors who give $35 or more will receive Roofus, the Habitat teddy bear who wears a shirt that reads, “Home Sweet Home”; and a 3.5-inch-by-8.5-inch yellow buck slip is an appeal for donations for Habitat’s work to assist victims of Hurricane Katrina.

From the organization’s point of view, the answer addresses a triple challenge faced by many nonprofits.

“First, successful premium packages are too easy to copy by others who target the exact same audience, diluting overall effectiveness,” wrote Ellen Cobb Church, executive vice president at Craver, Mathews, Smith & Co., who submitted the package. “Second, bringing up a new donor with a premium can create premium dependency for future gifts; and, third, the higher the perceived value of the premium, the more generous the donor.

“We wanted to create a non-premium premium package,” she added. “Here, we enclose a real tape measure that acts as a dimensional bumper to increase open rates. Once inside, we re-interpret the premium into a mission-based message that, ‘it’s not a tape measure, it’s a measure of compassion,’ because all the tools Habitat uses to build houses are purchased through the generosity of caring people like the prospect. Thus, we have crafted a premium that is closely linked to the mission of the organization and somewhat difficult for nonprofits to replicate.”

Renewal (50,000 Mailed and More)

Doctors Without Borders/MédEcins Sans Frontières Mental Health Renewal Package
Submitted by L.W. Robbins Associates

Numbers
Number of Recipients: 700,000
Total Income Generated: $2.6 million
Average Gift: $93
Total Out-of-Pocket Costs: $253,000
Response Rate: 4 percent
Cost to Raise a Dollar: $0.10

“Gripping,” “emotional” and “specific” are words one of our judges used to describe the copy in this powerful package from Doctors Without Borders/Médecins Sans Frontières that focuses on an aspect of the organization’s work that isn’t always in the spotlight. And it didn’t hurt that it produced a 100 percent increase in revenue from the previous year’s renewal effort.

Polly Papsadore, director of marketing for L.W. Robbins Associates, explained that treating the “mental health” of patients in crisis
situations around the world is an ever-growing part of MSF’s work. It’s not one that gets a lot of attention, and it isn’t always easy to raise money to support it.

To shine a light on the importance of its work in this area, MSF turned to a technique that has worked well for it in the past — utilizing first-person accounts from both children and adults who benefit from it. Amid the package’s many elements are two 4-inch-by-7.5-inch postcards featuring illustrations drawn by patients expressing their fears, their experiences and the situations and surroundings that have caused their emotional distress — in this case, the 2004 tsunami and ongoing violence in countries around the world. The exercises that produce the drawings are stepping stones to recovery for the patients, Papsadore said.

One of the postcards shows illustrations done by a child in the Democratic Republic of Congo — one depicting one person murdering another with the word “Violence” next to it, and the other an illustration of an MSF clinic and the word “Safety.” The other shows illustrations of the tsunami by an Indonesian child — the first showing a wall of water, the second the struggle to escape, and the last one survivors in boats floating alongside dead bodies.

“The childlike drawings are in stark contrast to the content, which often includes guns, sexual implements or, in the case of the tsunami, illustrates water everywhere,” she wrote.

The back of each postcard shows a small thumbnail picture of MSF staff working with people in volatile regions, a brief description of the work they’re doing there, and the organization’s URL. They’re accompanied by a letter that explains the organization’s mental-health programs and describes the experience of an MSF psychologist working in the field with women and children who are too traumatized to even speak.

Also included in the package is a two-panel report that summarizes MSF mental-health programs in Indonesia, Haiti and Nigeria. The package mailed in a white No. 10 envelope, with only the MSF return address information on the face and “Awarded the 1999 Nobel Peace Prize” on the flap, along with the organization’s URL and phone number. There’s a 7-inch-by-8.5-inch, folded reply device, an 8.5-inch-by-11-inch buck slip, the double-sided letter with the same dimensions, a BRE and the postcards. The headline on the reply reads, “You can help save a life,” and there’s a scrawled, faux-handwritten quote on the bottom half of the reply: “The emotions of the children sitting opposite me are easy to sense, even before I hear the translation.”

This package is by no means lacking for elements, but easily its most effective are the postcards. In that limited amount of space, MSF gives real-life reasons for its programs and sums up its case for support in a freemium that also works as a powerful pass-along device.

Renewal (Fewer Than 50,000 Mailed)

The Out-of-Door Academy 2004-2005 Annual Fund
Submitted by One to One Gulfcoast

Numbers
Number of Recipients: 600 +/-
Total Income Generated: $345,452
Average Gift: $702
Total Out-of-Pocket Costs: $15,000 flat
Response Rate: 82 percent
Cost to Raise a Dollar: $0.4

Personalization is nothing new in direct mail. It often takes the form of addressing prospects by their first name on the reply form and in the letter’s salutation. To get even more attention, some innovative mailers intersperse the recipient’s name throughout the letter. Seems cutting edge — until, that is, you see this mailing from The Out-of-Door Academy, a Sarasota, Fla.-based private school.

The package is mailed in an unassuming, white, 6-inch-by-9-inch carrier envelope in support of the institution’s annual-fund campaign. Included in it is an 8.5-inch-by-11-inch, double-sided letter, a 5-inch-by-8-inch reply device — both featuring the same blue-and-green color scheme behind The Out-of-Door Academy logo — and a BRE. The letter is first-name personalized, beginning (in the sample provided), “Dear Dana & Melinda.” Sent to parents of enrolled children, the letter focuses on the value of The Out-of-Door Academy experience, including statistics that reiterate the benefits of an independent-school education over public school, and reports the amount raised in the previous year’s annual campaign.

At the end of the letter is the case for support. The last three paragraphs implore the family in a highly personal way. The third-to-last paragraph begins, “As a returning family, it is important for you to understand that the tuitions charged at independent schools like The Out-of-Door do not provide adequate financial resources to cover the actual costs of educating Brandon and Jonathan … .” Needless to say, Brandon and Jonathan are Dana and Melinda’s kids.

FundRaising Success profiled this campaign in June 2006 for its use of variable data imaging. The Out-of-Door Academy put its database rich with information on its students, their families’ giving histories and even students’ nicknames to use to create this campaign.

The reply device — which includes the typical ask string and payment information on one side and a four-color photograph of a building on the school’s campus with copy reading, “Your support of this year’s Annual Fund Campaign, Dana & Melinda, is vital to our overall success at The Out-of-Door Academy … ” — even uses different images depending on the particular campus each student attends.

Our judges found this to be an unusual and expensive risk, but it was one that resulted in an 82 percent response rate and surpassed its fundraising goal by more than $100,000.

Brian Weiner, president of One on One Gulfcoast, said that the campaign yielded a more than 60 percent increase in giving levels over the previous year’s annual appeal and that nearly three out of five families met or exceeded their gifts from the previous year.

He also said that the campaign received the 2006 Best Practices award from the Print on Demand Initiative, a nonprofit industry consortium of vendor companies chartered to foster the growth of the digital-printing industry.

Grand Control of the Year
Fidelco Guide Dog Foundation

Organizations constantly are testing new direct-mail packages, coming up with new controls, testing against them with something even newer, and so on. The control is what’s working now. Whether it’ll work tomorrow or next year is anyone’s guess.

But a mailing that’s been unbeatable for five years — a grand control — that’s a sure thing. Grand controls are a serendipitous mix of components that come together to form a powerful call to action that speaks not only to specific prospects and donors in a way that resonates with them, but that also resonates with almost anyone who reads it.

All that power … and most grand controls aren’t even the super-glitzy packages with all the bells and whistles that you might expect. So after hours of sifting through and rating some pretty slick packages, our judges were happy to dive into the relatively simple world of the Grand Control category.

This mailing from Fidelco Guide Dog Foundation is an excellent example of a simple mailing with a message that’s universally powerful and irresistible. It starts with the white, 6-inch-by-9.5-inch carrier envelope with this quote from a blind person next to a black-and-white picture of a guide dog: "When my world turned dark and terrifying, this dog brought me back and gave me a life I never dreamed of! Let me tell you my story … ”

Who can’t at least imagine that fear? And who wouldn’t be persuaded to open the mailing and read on?

Enclosed in the carrier is a four-page, 8.5-inch-by-11-inch letter written in first person by George J. Salpietro, Fidelco’s executive director, that tells
the story of how he himself lost his eyesight:

“Dear Reader, Imagine yourself on your 40th birthday — you’re a successful businessman, with a daughter about to go off to college … a great life … and now, a wonderful surprise party! Then, as I began to open my birthday cards, my life collapsed — I discovered I could not read the cards.”

Salpietro continues on to tell how he was declared legally blind and how Fidelco Guide Dog Foundation helped him get a guide dog, which changed his life and enabled him to do things he never thought would be possible again. The letter discusses the guide dogs, the training that’s involved for both the dog and its human partner, and the costs of such a program. Throughout the letter are black-and-white photos of Salpietro with his guide dog.

The letter ends, saying, “The enclosed is my way of saying, ‘thank you in advance.’” What’s enclosed, attached to the reply, is a sheet of more than 50 dog-themed address labels and an assortment of stickers. The back of the sheet of address labels discusses the organization’s mission and the program in greater detail, and it shows what donation amounts can do, e.g., “$50 feeds a guide dog in training for 50 days.”

This mailing isn’t overstuffed with elements, and its bells and whistles are less than nominal. They’re non-existent. But it remains a control — and a
winner — because it continues to simply and powerfully remind prospects and donors that the unthinkable can happen … to anyone … at any time. And fear, like this mailing, is timeless.

--- E-philanthropy ---

The Save Darfur Coalition Million Voices for Darfur Campaign
Submitted by M&R Strategic Services

Numbers
Number of Recipients: 250,000 +
Total Income Generated: $744,000
Average Gift: $66.79
Total Out-of-Pocket Costs: $19,200
Response Rate: 1.1 percent
Cost to Raise a Dollar: $0.30

This e-mail-based campaign started out as a combined on- and offline advocacy effort to recruit 1 million people to sign postcards to President Bush calling for a stronger U.S. response to the ongoing conflict and humanitarian crisis in the Darfur region of western Sudan, where more than 400,000 people have been killed since 2003.

“Million Voices for Darfur was a campaign that stretched many months but did not begin an intense focus on online fundraising until the beginning of March 2006,” wrote Andy Stone, consultant with M&R Strategic Services, who submitted the campaign. “In two short months, through Million Voices for Darfur, The Save Darfur Coalition raised $750,000 online.”

In that same time, he wrote, the coalition’s e-mail activist list more than quintupled in size.

Online fundraising for the campaign consisted of three powerful e-mail blasts to the organization’s e-mail address list. The first — Subject: I need your help today in Darfur! — was signed by actor Don Cheadle, who has been vocal in opposition to the atrocities in Darfur since he starred in Hotel Rwanda, which chronicled events surrounding the genocide in the east-central Africa Republic of Rwanda. The second — Subject: Darfur genocide is a shame to mankind; help stop it — was sent from Paul Rusesabagina, the person on whom Cheadle’s character in Hotel Rwanda was based. And the third — Subject: I went to jail to help stop genocide — was signed by Democratic Rep. Jim McGovern, who was arrested outside the Sudanese embassy in Washington D.C. during a Save Darfur Coalition protest.

Each e-mail was written in the first person, and contained powerful stories and calls to action that were urgent and personal.

“Subject lines and opening sentences are important to e-mail campaigns. These guys nailed it,” he said, calling the campaign a great mix of activism and celebrity, “... because there’s a real, personal connection.”

--- Multichannel ---

We’re calling it a tie!

Robin Hood Foundation 2005 Holiday Card Appeal
Submitted by Big Duck

Our judges liked that this was a new twist on the traditional holiday-card appeal, and they were blown away by the more than $3,000 average gift and the cost-to-raise-a-dollar figure of a mere 10 cents.

Plan USA Cowpeas Campaign
Submitted by Newport Creative

This incredibly simple campaign earned kudos for just that — being incredibly simple and still delivering outstanding results: 9.4 percent response and a $69 average gift at 10 cents to raise a dollar

Greenpeace USA

Stop the Whaling Campaign
Submitted by Greenpeace

Our judges raved about this cool, “full-court press” campaign that epitomizes the spirit of multi-channel fundraising, combining it with a strong element of advocacy and pulling in $1,150,000 with a 4:1 ROI.

In opening the awards to multi-channel fundraising campaigns, we learned that when you say “multi-channel,” you open the door for efforts so wildly diverse that it’s nearly impossible to fairly compare one to the other.

The top three winners in this category scored so closely to each other and got such glowing reviews from our judges — for completely different elements — that we’re calling it a three-way tie.

WINNERS AT A GLANCE

--- Direct-mail Categories ---

PACKAGE OF THE YEAR

Winner: Food for the Hungry May 2005 Child Sponsor Celebration Appeal
Submitted by Merkle/Domain

First runner-up: Habitat for Humanity Measure of Compassion Acquisition Package
Submitted by Craver, Mathews, Smith & Co.

Second Runner-up: TIE
Doctors Without Borders Mental Health Renewal Package
Submitted by L.W. Robbins Associates

The Out of Door Academy Annual Fund

Submitted by One to One Gulfcoast

ACQUISITION 50,000 OR MORE MAILED

Winner: DOROT Food Sticker and Meal Ticket Acquisition
Submitted by Lautman & Co.

First Runner-up: St. Labre Indian School Buffalo Nickel Acquistion Package
Submitted by St. Labre Indian School

Second Runner-up: Utah Food Bank Holiday Acquisition
Submitted by L.W. Robbins

ACQUISITION FEWER THAN 50,000 MAILED

Winner: Habitat for Humanity Measure of Compassion Acquisition Package
Submitted by Craver, Mathews, Smith & Co.

First Runner-up: Vermont Food Bank Thanksgiving Acquisition
Submitted by L.W. Robbins ssociates

Second Runner-up: Habitat for Humanity Key to the City
Submitted by Craver, Mathews, Smith & Co.

RENEWAL 50,000 OR MORE MAILED

Winner: Doctors Without Borders Mental Health Renewal Package
Submitted by L.W. Robbins Associates

First Runner-up: Lutheran Hour Ministries Christmas Campaign
Submitted by Grizzard Signature Group

Second Runner-up: Sierra Del Mar Camp Appeal
Submitted by Merkle/Domain

RENEWAL FEWER THAN 50,000 MAILED

Winner: The Out of Door Academy Annual Fund
Submitted by One to One Gulfcoast

First Runner-up: Connecticut Food Bank Thanksgiving Renewal
Submitted by LW Robbins

Second Runner-up: World Jewish Congress Major Donor Business Card Renewal
Submitted by Adams Hussey& Associates

SPECIAL APPEAL

Winner: Food for the Hungry May 2005 Child Sponsor Celebration Appeal
Submitted by Merkle/Domain

First Runner-up: Habitat for Humanity Year-End Appeal
Submitted by Craver, Mathews, Smith & Co.

Second Runner-up: Habitat for Humanity Applachia Appeal
Submitted Craver, Mathers, Smith & Co.

GRAND CONTROL OF THE YEAR

Winner: Fidelco Guide Dog Foundation

First Runner-up: Salvation Army YES! Fund

Second Runner-up: Fox Chase Cancer Center Ease Cancer’s Burden Control

--- MULTICHANNEL ---

Winner — TIE

Robin Hood Foundation 2005 Holiday Card Appeal
Submitted by Big Duck

Plan USA Cowpeas Campaign
Submitted by Newport Creative

Greenpeace Stop the Whaling Campaign
Submitted by Greenpeace

--- E-PHILANTHROPY ---

Winner: Million Voices for Darfur
Submitted by M&R Strategic Services

First Runner-up: Give the Gift of Oxfam
Submitted by M&R Strategic Services

Second Runner-up: International Planned Parenthood Have A Heart, President Bush Campaign
Submitted by M&R Strategic Services