Winners of the 2014 Gold Awards for Fundraising Excellence

By Margaret Battistelli Gardner

During November and December 2013, members received two mailings and a series of four emails; the messaging was carried through to a lightbox on the museum’s website. Direct mail and the lightbox directed recipients to an e-commerce page to donate, while emails linked to a similar URL using personalized information that was prepopulated, including the same variable ask amounts that were included in the recipient’s letter. And it all wrapped up with a telemarketing effort to select members in the final days of the year.