Package of the Year [and Gold winner, Direct Mail]: World Vision U.S.

World Vision U.S.

Back to School Bounceback "Flight"

Submitted by Russ Reid

✔ The Numbers

Recipients: 525,000

Response rate: 24 percent

Total cost: $410,000

Income generated: $3,084,047

Average gift: $24.48

What can we say? Some packages just take off, making response rates soar and flying higher than even their creators could imagine. In most cases, those sky-high accolades are just metaphorical.