MAXI Awards Highlights

DIRECT MAIL: NONPROFIT ACQUISITION-PROSPECTING
Fundraising Strategies
for Operation Care Package
Patrick Frame: "We are gathered here tonight as seasoned direct-marketing professionals. When we are sending out thousands of pieces of mail at a time, it's often easy to forget how meaningful a single piece of correspondence can be. This winning entry asks you to imagine what it's like to be thousands of miles from home serving your country, and when mail call finally arrives, there is nothing for you. That compelling message on the envelope, which carried a lumpy surprise, ensured there was no way the package was not going to be opened. The lump was a sock, and this 'Sock It To Me' campaign to help troops through Operation Care Package had a response rate of 6.17 percent with an overall gift of $32."