Gold Awards Special Mention Honorees

Somewhat controversial was the fact that this campaign kicked off in early December with a non-ask e-mail from the City of Hope staff that simply thanked donors and wished them well for the holidays. (OK, it's less controversial as an e-mail than it would have been as a direct-mail piece, but still ...) This three-e-mail series went out to former City of Hope patients who were not yet donors, and the non-ask "engaged the audience in a way that a fundraising message wouldn't, reminding them that they were still part of the City of Hope family and starting the campaign off on a positive note, thus making the audience more receptive to future fundraising asks."