And the Winners Are ...

Submitted by The Lukens Co.

• The Numbers

Recipients: 72,937

Total Income Generated: $311,155.47

Average Gift: $67.31

Cost to Raise a Dollar: $0.15

Total Out-of-Pocket Costs: $48,195.39

Response Rate: 6.34 percent

They say that everything old is new again — and that certainly proved to be the case when the Martin Luther King Jr. National Memorial set out to pump life into a sluggish housefile. Instead of reinventing the wheel, the organization revisited a strategy it had used in 2008, when it generated $188,000 in net revenue by mailing a file-card package that asked donors to verify the information it had on file for them and that would appear under a Founding Sponsors title at the site of the memorial.