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

The result was a consistent multichannel campaign that used an image of the same dog and was broadcast out across the Web, e-mail, mobile and direct mail. In just a month and a half, the campaign brought in nearly $94,000, showing the power a consistent message and cute puppy face can have. “In each case, the results showed that a simple design can be the most powerful when communicating an urgent situation,” Habig wrote.

SILVER AWARD
Central Park Conservancy
2011 Halloween Storm
Fundraising Campaign
Submitted by Central Park Conservancy

The Numbers
Number of Recipients: *
Response Rate: *
Total Cost: $12,326
Income Generated: $176,883
Average Gift: $115,69
Cost to Raise a Dollar: $0.07

When an unexpected snowstorm damaged nearly half of New York’s 843-acre Central Park on Halloween, CPC had a big fundraising task ahead. The conservancy “was responsible for raising 85 percent of the $42.4 million needed to care for Central Park,” wrote CPC’s Jordan Jacuzzi, “but there was no contingency fund for a storm of this magnitude.”