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

Throughout all of the components, solid storytelling and strong images were key. The photos of the children in need were simple yet heart-tugging close-ups of faces. And the copy brought donors right into the solution by telling them exactly what their donations would accomplish.

SILVER AWARD
Northeast Animal Shelter
Emergency Response Campaign
Submitted by SankyNet

The Numbers
Number of Recipients: 106,813
Response Rate: 2.63 percent
Total Cost: $12,525
Income Generated: $93,991
Average Gift: $33.34
Cost to Raise a Dollar: $0.13

What happens when people and their pets get displaced? They head to other regions, such as New England. That was the case for Northeast Animal Shelter, which found itself transporting many displaced animals to its own shelter when tornadoes hit the South to find them loving homes.