The 10th Annual Gold Awards for Fundraising Excellence

NonProfit PRO underwent plenty of change in 2015—new name, new look, new website and more. But one thing that’s stayed the same is our focus on fundraising. So, it is with great pride that we continue the tradition begun 10 years ago by FundRaising Success. We present to you the Gold Awards for Fundraising Excellence, honoring campaigns executed in 2014.

The Judges
• Pia Payne, associate publisher/brand director, NonProfit PRO
• Paul Bobnak, research director, DirectMarketingIQ.com
• Jennifer Riley, director of marketing and communications, Philadelphia Ronald McDonald House
• Moira Mulroney, director of development and communications, Support Center for Child Advocates
• Susanne Whitehead, director of donor relations, PennFuture

The Process
On a sun-soaked Friday in early November, our judges huddled up in the Franklin Room on the 12th floor of 1500 Spring Garden, NonProfit PRO’s headquarters in Philadelphia. The executive conference room overlooks the city’s bustling downtown, which provided a stunning backdrop for the proceedings. The judges pored over each entry, assigned scores on a scale of one to five, and consumed gallon upon gallon of coffee. When the dust settled, the victors emerged.

On the Edge

#PrayToEndEbola
SIM USA
Submitted by Douglas Shaw & Associates

The Numbers
Recipients: 41,506
Response Rate: 4.57 percent
Total Cost: $42,459
Income Generated: $406,284
Average Gift: $214.00
Cost to Raise a Dollar: $0.10

Why It Won
As the full scope of the West Africa Ebola crisis began to take shape in 2014, nonprofits around the world leapt into action. Disaster relief poured in from all corners of the globe, in the form of money, water, food, supplies, volunteers and more. SIM USA, an international mission organization with 4,000 workers serving 70 countries, took a different approach. It called for prayer.

SIM USA’s ELWA Hospital in Liberia was at the epicenter of the outbreak, and the organization spent nearly $1 million in the first five weeks evacuating at-risk or sick personnel. So, with the help of Douglas Shaw & Associates, SIM USA conceived its emergency #PrayToEndEbola campaign. Goal one: Offset the hospital’s skyrocketing operating expenses as it continued treating and caring for patients, SIM USA conceived its emergency. Goal two: Engage people all over the world to pray to end the outbreak.

The multichannel campaign spanned three months—August to October 2014—using a comprehensive mix of channels to deliver its message and rally supporters for a week of prayer. In late August, it launched with a dedicated microsite, a national press release, and an emergency mailing and email to SIM USA constituents. In September, it kicked into gear, adding radio public service announcements, nine days of coordinated Facebook posts, Facebook paid ads, a seven-day email series and a livestream with SIM USA’s international director. The campaign generated 2,141 Facebook likes, 500 new email sign-ups through the microsite, 1,039 clicks on Facebook paid ads and a staggering 1.2 million total impressions. It raised $406,284 at a total cost of $42,459.

But the numbers only tell half the story. From the microsite design to the branding to the email and Facebook-post templates, the campaign featured stunning creative—large images, use of deep red color to enhance urgency, a mobile-responsive website, a simple mailing with a clear call to action, and more. It earned a near-perfect score from our judges.

Direct Mail House Annual Operating Budget $10 Million or Over

Treasure Chest of Gems
Little City
Submitted by Little City

The Numbers
Recipients: 18,795
Response Rate: 9.84 percent
Total Cost: $22,161.29
Income Generated: $134,250.89
 (ROI 605.79 percent)
Average Gift: $72.57
Cost to Raise a Dollar: $0.16
Cost to Acquire a Donor: $1.17 (per piece)

Why It Won
The “Treasure Chest of Gems” from Little City, an Illinois-based developmental disabilities services nonprofit, delivered big-time on both creativity and ROI. Aiming to highlight Little City’s people and programs, and encourage donors to be active participants in making those programs possible, the mailing featured a large pop-up piece designed to look like a treasure chest. Printed on heavy paper stock, it included a wood-grain look, gold latches and a tab that could be “unlocked” to open the chest. Inside was a pair of jeweled coasters—designed by developmentally disabled artists working with Little City—with a photo and description of the artist on the reverse side. The copy featured stories and descriptions of Little City’s participants, showing donors their money at work.

“Our goal was to create a holiday campaign for direct mail and online that would inspire, educate and instill an emotion to give,” said Jayne McGrath, director of annual giving for Little City. And inspire it did. The mailing’s numbers were sparkling: a 9.84 percent response rate, a cost of $0.16 to raise a dollar, and $134,250 generated for a total cost of $22,161—an astounding 605.79 percent ROI.

Direct Mail House Annual Operating Budget Under $10 Million

November 2014 Holiday Appeal
Catholic Charities Archdiocese of Washington
Submitted by DaVinci Direct

The Numbers
Recipients: 8,247
Response Rate: 10.36 percent
Total Cost: $9,423
Income Generated: $62,546
Average Gift: $73.24
Cost to Raise a Dollar: $0.15

Why It Won
Catholic Charities Archdiocese of Washington (CCAW) was experiencing a decline in response during peak fundraising season, and Steve J. Maggio had a theory as to why. “Past Christmas campaigns featured many religious images and dark colors,” said Maggio, president and chief creative officer for DaVinci Direct. “Our client mailed address labels one time the previous year, and the response rate was very low. They were hesitant on using this type of premium again.”

Maggio and his team believed a more festive look was in order for CCAW’s 2014 campaign. They scrapped the old address label designs, replacing them with winter and Christmas images in bright red and green colors, and branded the campaign with a “Christmas Appeal” logo. The team also updated the copy to make it more personal, adding multiple uses of “you” and “your” throughout 
the letter.

It worked. The appeal generated a 10.04 percent response rate and exceeded the projected response rate by 43.43 percent. It was a 46.95 percent increase in response over the campaign’s 2013 numbers—a major victory for CCAW and DaVinci Direct.

Direct Mail Acquisition Annual Operating Budget $10 Million or Over

May 2014 Acquisition Appeal
The American Fondouk
Submitted by DaVinci Direct

The Numbers
Recipients: 65,078
Response Rate: 2.95 percent
Total Cost: $57,403
Income Generated: $50,237
Average Gift: $26.19
Cost to Raise a Dollar: $1.14
Cost to Acquire a Donor: $3.74

Why It Won
“Great lead-in—affirming, not guilting.” “Stunning photography.” “Appeal is unusual and heartwarming.” These were just a few of the notes from our judges on this campaign from DaVinci Direct on behalf of The American Fondouk, a Boston-based nonprofit that provides charitable veterinary care in Morocco. The letter opens with an attention-grabbing plea to animal lovers—“If you truly love animals, you love all animals. Not just the pretty ones, the healthy ones, the young ones”—and includes a story that begins, “We’ve seen a man literally paralyzed by sorrow.”

It amounts to an effective mailing that plays to donors’ emotions while concisely explaining the charity’s mission—critical for an organization that works with service animals overseas, rather than cute, cuddly puppies at home. The campaign was a success, generating a 2.95 percent response rate, an 84.38 percent increase over the projected response rate.

Direct Mail Acquisition Annual Operating Budget Under $10 Million

October 2014 Acquisition Appeal
Chimp Haven
Submitted by DMW Fundraising

The Numbers
Recipients: 47,104
Response Rate: 0.97 percent
Total Cost: $29,854
Income Generated: $14,098
Average Gift: $30.78
Cost to Raise a Dollar: $2.12
Cost to Acquire a Donor: $65.18

Why It Won
In October 2014, Chimp Haven, a chimpanzee sanctuary based in Keithville, La., was gearing up for a direct mail acquisition appeal. This, by itself, is not particularly extraordinary, but there was a catch—the organization had never before attempted such a campaign. And as such, there were added challenges. “Given that there was no list history for acquisition, we had to carefully develop a list strategy that made the most sense and would kick off a base for acquiring direct-response donors,” said Bryan Terpstra, vice president of fundraising for DMW Fundraising, who designed the campaign.

No matter. Once its list strategy was in place, the agency put together a two-sided direct-mail piece focusing on Ned, one of the sanctuary’s newest chimps, and explaining the organization’s mission. The piece included detailed background information on the sanctuary and its operating costs, a clear ask, a compelling story, prominent branding and a large photo of Ned. And it was packaged in a window envelope with a full-color image of the sanctuary.

It was a clean, straightforward mailing. And it was a success. Sent to 47,104 
recipients, the campaign yielded a response rate of 0.972 percent—90 percent higher than its projected 0.50 percent rate. Strong numbers for any acquisition mailing, and even better for a first-time acquisition effort.

Email House Annual Operating Budget $10 Million or Over

Year End Renewal
MD Anderson Cancer Center
Submitted by RobbinsKersten Direct

The Numbers
Recipients: 1,236,418
Response Rate: 0.04 percent
Total Cost: $20,000
Income Generated: $103,650
Average Gift: $202.84
Cost to Raise a Dollar: $0.19

Why It Won
MD Anderson Cancer Center’s year-end renewal email campaign received high marks from our judges for its creative blend of fundraising and festivity. Sent to the organization’s house file, the email series had a dual aim: to raise money while creating a unique onsite display to encourage patients at MD Anderson’s Houston campus. “The root of the offer was that with each donation made, MD Anderson would add a personalized link to a paper chain installation,” explained Polly Papsadore, vice president of marketing at RobbinsKersten Direct, who designed the campaign. “Each link would include the donor’s name.”

It was a fantastic concept, but there was one major obstacle: Would donors be able to see how adding a ring to a paper chain correlated to the hospital’s cancer 
research, education, patient assistance and other work? Would they donate? It would take a strong, cleverly conceptualized, flawlessly executed campaign.

It delivered. Strategically timed to launch before Thanksgiving—ahead of 
the competition and before the hospital’s constituent-base began holiday travel—the campaign’s emails featured a clean, image-heavy template with obvious 
calls-to-action. As the deadline neared, the campaign ratcheted up the urgency, replacing the header image with a countdown timer and adding a larger donation button. The result? A 778 percent increase in donations over 2013 and more than 10 times the revenue—and one long, festive paper chain.

Email House Annual Operating Budget Under $10 Million

Puppy Rescue Emergency Campaign
Northeast Animal Shelter
Submitted by SankyNet

The Numbers
Recipients: 77,075
Response Rate: 0.83 percent
Total Cost: $2,000
Income Generated: $30,296.00
Average Gift: $47.49
Cost to Raise a Dollar: $0.06

Why It Won
When Northeast Animal Shelter received word that 70 homeless puppies were in danger of being euthanized at a shelter in Alabama, the Salem, Massachusetts-based nonprofit knew it had to act, rescuing the animals and transporting them to its home-base. But now, the shelter was in a bind. Taking on so many additional dogs meant soon-to-be skyrocketing costs for food, medical care and other necessities, and the organization needed funds, fast.

So, it turned to SankyNet, an integrated direct marketing agency, for help creating and sending an emergency appeal to the organization’s full email list. The email was sent to 77,075 recipients, and within 24 hours it generated $30,296 for just a $2,000 total cost—a colossal ROI by any standards.

Why was it so successful? First: puppies. The email featured images of the newly rescued dogs and large header text reading “Our expected newest arrivals need your help.” But it wasn’t all heartstrings and cuteness. The email also featured a clean design with five calls-to-action—two “donate now” buttons and three in-text URLs linking to a donation page—and large social media buttons. Given the short turnaround and massive payoff, this campaign was an unqualified success.

Multichannel House Annual Operating Budget $10 Million or Over

Year End Renewal
Connecticut Food Bank
Submitted by RobbinsKersten Direct

The Numbers
Recipients: 25,757 (email); 52,549 (direct mail)
Response Rate: 0.33 percent (email); 7.37 percent (direct mail)
Total Cost: $22,514
Income Generated: $601,027
Average Gift: $145.76 (email); $151.91 (direct mail)
Cost to Raise a Dollar: $0.05 (email); $0.03 (direct mail)

Why It Won
Gearing up for its year-end fundraising push, the Connecticut Food Bank decided on a multichannel campaign to reach active and lapsed donors. But where many multichannel efforts cast a wide net in an attempt to reach more donors on more channels, this one kept it simple—and personal. “We started with a letter package thanking donors for what they had helped accomplish during the year, and included a summary of important accomplishments,” said Polly Papsidore, vice president of marketing for RobbinsKersten Direct, who designed the campaign. “This package was followed by a postcard and a series of three emails before year-end.”

The email series featured clean, image-heavy templates with multiple, clear calls-to-action, but it was the mail-pieces that elevated this campaign to award-winning levels. The letter package and postcard received a 7.73 percent response rate, and generated $588,642 for a cost of $21,887. Combined with the email series, the campaign generated more than $600,000 overall. That so much was raised via direct mail is especially striking. And for minimal cost ($627), the email component provided a strong complement to the mailings.

Multichannel House Annual Operating Budget Under $10 Million

TOGETHER We Do Extraordinary Things
Jewish Federation of Delaware
Submitted by Jewish Federation of Delaware

The Numbers
Income Generated: $1,600,000

Why It Won
Jewish Federation of Delaware’s TOGETHER We Do Extraordinary Things Campaign was an incredibly strong commitment to revitalizing the organization’s brand across multiple channels, including the latest technology, such as mobile apps, as well as email, print, outdoor advertising—you name it. It also included a matching gift initiative, special events and lay-leadership engagement in donor cultivation and retention.

The comprehensive multichannel campaign featured integrated branding and messaging across all channels, internal and external, and raised $1.6 million—an increase of $90,000 from 2013. The approach was a terrific way to build and reinforce trust not only with the organization’s donors (as stewards of their money) but with the larger community, positioning Jewish Federation of Delaware as a unified voice.

Multichannel Acquisition Annual Operating Budget $10 Million or Over

Sadie’s Story
Shriners Hospitals for Children
Submitted by CDR Fundraising Group

The Numbers
Income Generated: $1,100,100 (one-time donations)
Average Gift: $25.77 (monthly gift)

Why It Won
Shriners Hospitals for Children had extensively experimented with DRTV commercials produced and placed by a commercial agency, but the results weren’t there. The commercials simply weren’t producing new donors or any significant revenue.

So, the nonprofit called in CDR Fundraising Group, and the agency went to work. Using existing B-roll footage, it quickly put together a pair of montage spots to test the marketplace, and set up a sophisticated tracking system for the call center and online donations. One of the spots, “Sadie’s Story,” focused on the emotional and financial toll faced by Sadie, a patient at Shriners Hospitals for Children. CDR also ran a concurrent digital acquisition campaign, which included YouTube videos, remarketing ads and a custom microsite. The effort resulted in 8,260 active credit card sustainers and an average monthly gift of $25.77. Oh, and $1.1 million from one-time donors.

Multichannel Acquisition Annual Operating Budget Under $10 Million

Magritte Online Advertising Campaign
Art Institute of Chicago
Submitted by The Lukens Company

The Numbers
Recipients: 4,926,428 (impressions)
Response Rate: 4.79 percent (conversion rate); 75.87 percent (purchase rate)
Total Cost: $45,813.52
Income Generated: $68,982.00
Average Gift: $88.10
Cost to Raise a Dollar: $0.66
Cost to Acquire a Donor: $29.59 (net CTA)

Why It Won
“Gorgeous creative. Inspiring and thoughtful!” “Compelling art. Easy to read!” “Love this. Huge creativity!” These were just a handful of the superlatives our judges piled on to this multichannel marketing effort from The Lukens Company for the Art Institute of Chicago. The campaign garnered perfect scores across the board, making it an easy choice as winner of an already competitive category.

It’s easy to see why. A tightly coordinated promotion for the museum’s “Magritte: The Mystery of the Ordinary, 1926-1938” exhibit, the campaign utilized several digital channels—website lightboxes, Google Search, display ads, Facebook ads and more—and beautifully leveraged the exhibit’s subject matter in the creative. Everything from the lightboxes (designed to capture organic traffic the museum’s website) to the display ads featured simple, clean, consistent design and large, colorful images of Magritte’s work. The ads directed users to a listbuilder that captured names and email addresses, required to redeem a 20 percent membership discount. The museum also employed a “Final Days” lightbox designed to boost membership transactions in the typically slow period at the end of a campaign.

In all, the campaign served 4 million digital ads and generated 783 membership purchases. The $1.50 ROI was highest in The Lukens Company’s history with the Art Institute of Chicago.

Peer to Peer

15th Annual Celebrity Chili Cook-Off and Oyster Roast
Charleston Animal Society
Submitted by Charleston Animal Society

The Numbers
Recipients: 4,000
Total Cost: $93,000
Income Generated: $269,000
Cost to Raise a Dollar: $0.35

Why It Won
Peer-to-peer fundraising has experienced rapid growth in recent years, with more and more nonprofits adding it to their fundraising toolkits. Races and walks are still the heavy-hitters, but plenty of organizations are branching out, putting their own creative spin on P2P. One of those organizations: South Carolina-based Charleston Animal Society.

The shelter’s annual Celebrity Chili Cook-Off is designed to engage the community and raise awareness for Toby’s Fund—Charleston Animal Society’s medical fund for animals. To compete in the cook-off, teams of participants must raise at least $500. In the lead-up to the event, the shelter held multiple “Captain’s Reception” mini-events, providing information and marketing tools for teams to boost their fundraising efforts. The shelter also advertised the event with a comprehensive media plan and a regular schedule of emails, and produced gorgeous full-color posters promoting the event.

Launched in 2012 with a modest 600-attendee turnout, the cook-off attracted 2,000 attendees in 2013. In 2014, attendance great to more than 4,000—a testament to Charleston Animal Society’s planning and execution. The event generated more than $269,000, exceeding its team-fundraising goals by 45 percent and its overall goals by 35 percent.

Renewal Annual Operating Budget $10 Million or Over

Challenge Coin
Wounded Warrior Project
Submitted by CDR Fundraising Group

The Numbers
Recipients: 50,018
Response Rate: 4.89 percent
Total Cost: $36,769
Income Generated: $373,217
Average Gift: $152.65
Cost to Raise a Dollar: $0.10
Cost to Acquire a Donor: $137.61 (net CTA)

Why It Won
The purpose of Wounded Warrior Project’s Challenge Coin mailing was twofold. Sent in May to high-dollar donors, the test mailing was designed to increase gross income during a typically slow month, while replacing the organization’s standard control package—a certificate—as a more tangible way to thank donors. The package impressed for several reasons. First, the coin was an appropriate item to include, as it symbolizes a strong connection between the group and its donors (in the military, coins are used to represent loyalty to a unit). Second, the large #14 closed-face envelope stands out in the mailbox, and the coin inside adds to the physical weight of the package.

The mailing included a two-sided letter with a personal story from a wounded veteran, a thank-you card that could be filled out and returned to a veteran, and a large certificate with the coin attached. The presentation drew high marks from our judges. The campaign’s performance numbers were equally impressive. It greatly outperformed the control mailing, grossing $111,000 more despite a $4 lower average gift. It also increased response rate by a whopping 46 percent, and netted 48 percent more than the control despite the increased cost.

Renewal Annual Operating Budget Under $10 Million

Early Renewal
Boston Symphony Orchestra
Submitted by The Lukens Company

The Numbers
Recipients: 1,386
Response Rate: 30.59 percent
Total Cost: $1,311
Income Generated: $83,887
Average Gift: $197.85
Cost to Raise a Dollar: $0.02
Cost to Acquire a Donor: $194.75 (net CTA)

Why It Won
In late 2014, the Boston Symphony Orchestra (BSO) was set to increase membership dues. The organization had just added highly sought-after music director Andris Nelsons, and it had been 10 years since the last increase. With membership a primary source of revenue, it was critical for the organization to succeed in its renewal program.

So, in August 2014, BSO mailed an early renewal notice to members outside its current renewal series—a sort of last chance to renew before the pending price increase. The simple mailing (an outer, a one-page letter and a CRE) didn’t rely on lots of dire warnings or flashy fonts to let members know that a rate increase was in the works. Rather, it built a simple case for renewal and offered a clear explanation for why the price increase was needed. The back of the letter listed current rates with the accompanying benefits for each membership level.

The campaign was mailed to 1,386 recipients for a mere $1,311, but generated $83,887 from a massive 30.59 percent response rate. With a cost to raise a dollar of just $0.02, the campaign was a big winner with our judges.

Sustainer/Monthly Giving

Amicus Society
Judicial Watch
Submitted by Judicial Watch

The Numbers
Recipients: 33,233
Response Rate: 5.07 percent
Total Cost: $28,111.79
Income Generated: $71,937.15
Average Gift: $42.79
Cost to Raise a Dollar: $0.39

Why It Won
Judging this spring 2014 sustainer campaign proved tough for one major reason: Due to its role in reporting the IRS targeting controversy earlier that year, Judicial Watch received a healthy bump in national media coverage, contributing to a major leap in response for the campaign. Launched in 2008 and mailed twice a year to the organization’s donor file, the campaign has consistently performed well, delivering above-average response in each year of its eight-year run. This time, though, the response rate jumped from its typical 1.75 percent to a 5.05 percent—a huge increase that Judicial Watch attributes to the extra media exposure.

Ultimately, the judges decided that the campaign was strong enough to win even without the assisted response rate, and praised Judicial Watch for capitalizing on the heightened awareness and delivering a mailing that resonated with its donors. Made up of 10 pages and a return envelope, the substantial mailing scored big on presentation. “Normally I would want to see everything printed double-sided, but in this case I felt I was almost reading a legal brief, so it worked,” said one of our judges. The overall look and feel of the mailing played wonderfully to its target audience, making this campaign a winner.

Special Appeal Operating Budget $10 Million or Over

Fall Matching Gift Campaign
Philadelphia Zoo
Submitted by DMW Fundraising

The Numbers
Recipients: 10,980
Response Rate: 3.89 percent
Total Cost: $8,966
Income Generated: $44,894
Average Gift: $105.14
Cost to Raise a Dollar: $0.19

Why It Won
Asking for additional dollars from already-paid members isn’t always easy, but the Philadelphia Zoo was up to the task. Built around the zoo’s Faris Challenge—a challenge fund established in 2011 that matches donations dollar for dollar—this 2014 matching gift campaign leveraged news of four new lion cubs born at the zoo to get members to open their checkbooks.

The cute factor (lots of pictures of the lion cubs, starting with the #10 outer) certainly helped here, but the letter also reminded members of the other work done by the zoo, and how a matched gift makes a bigger difference. It also listed on its reverse side and on a separate donation card how various gift amounts would be allotted—“$100 buys 100 lbs. of apples for our animals in the African Plains,” for example—allowing members to draw a clear path between donation and impact. All told, the campaign boasted a healthy 3.89 percent response rate, generating $44,894 for a total cost of 8,966.

Special Appeal Operating Budget Under $10 Million

July 2014 High Dollar IRS Dossier
Judicial Watch
Submitted by Judicial Watch

The Numbers
Recipients: 128,552
Response Rate: 6.42 percent
Total Cost: $202,418
Income Generated: $406,487
Average Gift: $49.25
Cost to Raise a Dollar: $0.50

Why It Won
Judicial Watch’s big mailing to its supporters would stand out in anyone’s mailbox. First, there’s the size, a 10x13" closed-face outer marked “OFFICIAL BUSINESS MAIL.” Next, the weight lets recipients know there are a lot of materials inside. The star of the package is a file folder filled with pages of press releases, newspaper clippings and emails surrounding the group’s campaign to investigate the IRS for its alleged targeting of conservative nonprofits. It cleverly engages Judicial Watch’s most ardent members by reinforcing the organization’s work. The highlighted, handwritten notes on the documents give readers who don’t want to dig into the details a chance to quickly scan through them and understand the group’s case.

“Our challenge was to present the case and our engagement in it in an authoritative, comprehensive, but (most importantly) clear manner,” said Ariana Azizkeya, direct response marketing manager for Judicial Watch. “As a result, we created a file folder format that contains separate information packets. And, targeted highlighting and marginal handwriting notes from Judicial Watch’s president help move the narrative along in a scannable way.”

The numbers here are impressive enough: $406,487 raised on a total cost of $202,417, with a 6.42 percent response rate. But it is Judicial Watch’s understanding of its audience and how to effectively engage its members that elevated this mailing to award-winning levels.

Special Event Operating Budget $10 Million or Over

The Nutcracker Premiere Gala
Hospice of Michigan and Grand Rapids Ballet
Submitted by Hospice of Michigan

The Numbers
Recipients: 5,000 (invitations mailed)
Response Rate: 1,200 (attendees)
Total Cost: $5,500
Income Generated: $500,00 (net)
Average Gift: $250 (cost per ticket)
Cost to Raise a Dollar: $0.29

Why It Won
What do you get when you combine a health-care nonprofit and a ballet company? An inspiring partnership—and $500,000 in 
funds raised. At least, that was the case when Hospice of Michigan and Grand Rapids Ballet teamed up to host a 1,200-person gala event in support of a new production of “The Nutcracker” by Chris Van Allsburg, a Michigan native and author of “The Polar Express” and “Jumanji.” The premiere event would feature a formal dinner, the exclusive debut of the ballet and a post-event reception.

The two organizations leaned heavily on board members and community engagement in promoting the event, and built a detailed media kit that was given to event sponsors. They also promoted in newsletters and on social media, with a “Nutcracker Selfie” initiative and paid Facebook promotion. MLive.com, Examiner.com and other major media outlets covered the production, generating millions of page-views and healthy buzz.

The event attracted 1,200 attendees, generating $300,000 in ticket sales and 
another $200,000 from sponsors. Hospice of Michigan and Grand Rapids Ballet split the $500,000 in total funds down the middle, and raised an additional $30,000 in 30 minutes from a matching-grant challenge during the dinner. For a pair of organizations with wildly different missions, the event was a massive success—one that hints at the power of collaboration and community in the nonprofit space.

Special Event Operating Budget Under $10 Million

Walk for Animals
Massachusetts Society for the Prevention of Cruelty to Animals – Angell Animal Medical Center
Submitted by DaVinci Direct

The Numbers
Total Cost: $17,500
Income Generated: $270,000

Why It Won
Massachusetts Society for the Prevention of 
Cruelty to Animals – Angell Animal Medical 
Center (MSPCA-Angell) was experiencing a 
decline in both revenue and participants for its Walk For Animals event. The solution: Reach as many individuals as possible, in all age brackets, and raise event awareness throughout the entire state of Massachusetts and any states with past donors to the walk.

It was a monumental task, so MSPCA-Angell turned to DaVinci Direct for help. Recognizing a need for a total marketing overhaul, the agency set about 
redesigning the campaign from top to bottom. It created 15 media channels—
including a new website, two new email templates, newspaper print ads, multiple direct mail pieces, social media templates, and posters to be placed along Boston-area public transit lines—all designed and branded for consistency. The channel assortment was designed to reach a wide audience, with direct mail pieces targeting past-walkers and recent pet adopters, and posters and social media materials targeting younger demographics.

The comprehensive effort paid off. On a budget of just $17,500, the campaign generated $148,658 in donations from the initial mailer and postcard reminder alone. Altogether, the Walk For Animals generated $270,000 and saw increased attendance from the previous year, along with increased website visits and requests for information.