Winners of the 2014 Gold Awards for Fundraising Excellence

By Margaret Battistelli Gardner

The Numbers
Recipients: Public campaign
Response rate: 10 percent increase in participation
Total cost: $16,833.38
Income generated: $260,000

The goal for this campaign was to create as much media and public awareness as possible for MSPCA-Angell’s annual walk. A direct-mail piece to past walk participants and recent pet adopters reached out to a segment familiar with the organization. A brochure included in a mailer, distributed as handouts and in displays among various partners and was used to reach out to prospects at events and social gatherings, and Massachusetts Bay Transportation Authority posters were focused on awareness among the general public.