MAXI Awards Highlights

DIRECT MAIL: NONPROFIT APPEALS
Avalon Consulting Group
for the Galapagos Conservancy
PF: "The more we know, the faster we understand that we have so much to learn about direct marketing. Who knew that a simple but high-yielding campaign sent to general members would work well with major donors? With a few enhancements like additional personalization, First Class postage and an inspiring photograph of a tortoise returning to Pinta Island for the first time since 1972, this appeal for the Galapagos Conservancy worked gangbusters. Lesson learned: You don't have to use a $5 package to bring high returns. Budget restrictions did not prevent this low-cost appeal from bringing in an impressive 18.24 percent response rate with an average gift of $766."