MAXI Awards Highlights

DIRECT MAIL: NONPROFIT MAJOR DONORS
Lautman Maska Neill & Co.
for Accion
PF: "Our sense of touch is a powerful tool in our lives. Just our fingertips alone can send a cascade of stimuli into our brain and capture our attention. So when a mail package delivers a truly tactile experience, the results can be sensational. This high-touch campaign included a four-color photograph of a beneficiary, attached to a lift note, coupled with a four-page letter, and an inspiring story about a Brazilian man lifted from poverty by a small loan. The strong emotional appeal on behalf of ACCION and the right choice of intriguing components proved a winning combination — with a response rate of 14.8 percent and an average gift of $2,749."