Multichannel Campaigns of the Year: People for the American Way and Christian Appalachian Project

“As an example,” he wrote, “the direct-mail portion raised nearly $718,000, and the telemarketing portion alone more than doubled the projected net income ($28,953 actual vs. $13,633 projected).”

The campaign utilized direct mail, e-mail, online and telemarketing. The audience for the direct-mail portion was a broad select from zero-72 months, singles and multis, $0.01 to $250; the e-mail audience included the full e-mail database; and the telemarketing was focused on nonresponders to direct mail one month after the initial mail date from selected RFM segments.