Gold Awards Flashback: Ocean Conservancy
The entries for the 10th annual NonProfit PRO Gold Awards for Fundraising Excellence have started to arrive in our offices. So, let’s take a look back at one of the winners from 2010: “Trash Poster Test” from Ocean Conservancy.
Designed by Mal Warwick Associates, this Gold Awards winner for Direct Mail: Acquisition (Fewer Than 50,000 Mailed) impressed for two big reasons.
First, consider the numbers. With a 0.8 percent response rate and $2.73 cost to raise a dollar, “success” may not seem like the first word to describe this campaign. But the response rate was 49 percent higher than the control, which pleased the group.
Second, the use of a poster as an outer, when combined with hard-hitting imagery and copy, inspired an average gift increase of 14 percent. It’s easy to see why. A poster showing a sea lion tangled in a fishing net is a powerful image. In vivid color, it perfectly illustrates Ocean Conservancy’s mission. This not only inspires action in the recipient—becoming a member—but when displayed, spreads awareness of a serious problem.
Read more about the 2010 Direct Mail: Acquisition winner here.
Then, get your submissions ready for the 2015 Gold Awards. The deadline is Sept. 14. For an entry to be eligible, the campaign must have taken place sometime between Jan. 1, 2014 and Dec. 31, 2014.
Download the entry form here. There is a $125 entry fee for the first entry from a company and/or nonprofit organization, and each additional entry costs $75.
Each entry must be submitted individually and be accompanied by its own entry form and check. Please submit two copies of each entry.
Entries should be mailed to:
NonProfit PRO Gold Awards
1500 Spring Garden St. Suite 1200
Philadelphia, PA 19130
Attn: Sean Norris
You’ll find an entry form, tracking sheet and additional information here. We look forward to reviewing your entries and all of the outstanding campaigns!
