Winners of the 2014 Gold Awards for Fundraising Excellence

By Margaret Battistelli Gardner

Targeted messaging with variable copy based on the recipient’s 2013 donor status;
Emails segmented by recipient time zone; each recipient received a personalized message with increasingly urgent copy focused on the midnight deadline; and
A Dec. 31 landing page with a countdown clock tied to the viewer’s local time zone.

The campaign was sent to the full email file, including low-, mid- and high-level donors, activists and prospects (but excluding sustainers and previous 30-day donors, who each received customized versions of the Dec. 31 morning email only).