And the Winners Are ...

Overall, our judges conceded that the numbers aren't remarkable, especially considering the 0.8 percent response rate and cost of $2.73 to raise a dollar. But they agreed that this mailing met its intended goals and would generate more engaged, more loyal and higher-lifetime-value donors.

Make no mistake, this mailing is like a punch in the gut. The vivid and heartbreaking poster image draws you in immediately, and the effect isn't offset by a lot of additional information, save for some stats that are equally hard to swallow, a simple letter and a reply device that carry over the imagery and tone.