Winners of the 2014 Gold Awards for Fundraising Excellence

By Margaret Battistelli Gardner

The 2012 campaign was written and designed in-house, and for 2013 Longwood Gardens recognized that it might need some outside counsel. Once it partnered with Daniller + Co., it aimed to test an improved version of the successful 2011 format against a shorter letter with more images. The 2013 control maintained 2011’s 6-inch-by-9-inch format and offers but was updated with a new theme, a more welcoming and appreciative “you” tone aimed at gardeners and garden lovers, and more “people pictures” with a deliberate mix of ages and activities. With the refreshed control in place, the organization tested three packages around offers, extra package components, and letter length and format.