2022 DMFA Award Winners
Overall Winner—Mid-Level Renewal Appeal Category
National Park Foundation
Package Creator(s): Impact Communication
Package Name: National Park Foundation Mid-Level Mini Proposal Campaign
Description: This mailing proves that with mid-level mailings, sometimes spending more pays big dividends. This campaign mixed direct marketing best practices and the major gift proposal strategy to solicit additional revenue from existing and lapsed midlevel donors.
Runner Up—Mid-Level Renewal Appeal CategoryCompassion & Choices Package Creator(s): Eidolon Communications Package Name: Holiday Card Match Appeal
Description: During a crowded year-end giving cycle, with donors focused on a distracting news feed while still trying to keep themselves healthy, Compassion & Choices mailed one of its workhorse appeals, the December 2021 Holiday Card Match Appeal.
Winner -Direct Mail Acquisition CategoryReading is Fundamental Package Creator(s): Lautman Maska Neill & Company Package Name: Holiday Acquisition Package
Description: Reading is Fundamental (RIF) wanted to get ahead of package fatigue by trying a different package in the November Acquisition slot. They came up with a wintery themed acquisition package that incorporated a sign and return holiday note from the donor to a RIF kid on the reply form. From the outside to the inside, a friendly snowman reading a book and a smattering of snowflakes sent an uplifting holiday feeling. Prospects learned of the reading challenges so many children face today – but that they could give a book to a child for just $4 – and if they gave $36 (enough to reach 9 kids) they would receive a RIF tote bag.
Winner—Direct Mail RenewalLutheran Immigration and Refugee Service Package Creator(s): The Harrington Agency Package Name: Lutheran Immigration and Refugee Service Neighbors in Need Appeal
Description: This appeal was a straight forward appeal but with a specific restricted funding request – asking the donor to make a gift to the Neighbors in Need fund. The appeal also gave examples of just what this fund paid for. There was also a match and the matching gift donor was not anonymous as was the more typical way of offering a match.
Runner Up—Direct Mail RenewalHeifer International Package Creator(s): Eidolon Communications Package Name: 9/21 Pennies Sustainer Invite Match Appeal
Description: Over the past 3 years, Heifer has been actively investing in growing their sustainer file. As part of this strategy, we are looking at every part of the direct response program to determine donor segments most likely to convert to monthly giving, and to increase the overall income from these donors.
TIE: Winner—Digital CategoryCentral Park Conservancy Package Creator(s): The Harrington Agency Package Name: Central Park Conservancy Year-End Campaign
Description: The year-end fundraising campaign was techniquedriven with aggressive match language, asks and design elements that promoted end-of-year giving. This campaign included email, web assets, paid social and paid search.
TIE Winner—Digital CategorySan Francisco SPCA Package Creator(s): Sanky Communications Package Name: Giving Tuesday
Description: If you’re a nonprofit organization hoping to stand out on Giving Tuesday, you need a competitive edge to set yourself apart. Fortunately, the San Francisco SPCA had two this year: adorable animals and a $100k match! Through a five-email campaign arc, we urged prospective and current donors to dedicate Giving Tuesday to animals in need while their gift would automatically double in value.
Runner Up—Digital CategoryWildlife Conservation Society Package Creator(s): Stage Coach Digital Package Name: Wildlife Conservation Society Giving Season Integrated Campaign
Description: The Wildlife Conservation Society’s 2021 Giving Season generated the most revenue of any previous campaign and raised 15% more than the high-water mark of 2020. The multi-channel campaign’s theme and branding, Keep The World Wild, foregrounded pressing threats to wildlife and wild landscapes while highlighting WCS’s global conservation efforts and their substantial impact, all while featuring charismatic wildlife.
TIE: Winner- MultichannelBrooklyn Botanic Garden Package Creator(s): MKDM Package Name: Spring 2021 Multichannel Reinstatement/Acquisition
Description: The Brooklyn Botanical Garden and MKDM conceived a multichannel campaign: with tactical direct mail sent to lapsed members and a tight select of external lists, plus emails sent to lapsed members and prospects, timed to arrive when the direct mail was expected in home.
TIE Winner—MultichannelLutheran World Relief Package Creator(s): CDR Fundraising Group Package Name: Lutheran World Relief 2021 Hunger Challenge
Description: Lutheran World Relief had a new brand that was drastically different from what our donors were used to seeing and it was less than a year old, when we had to launch one of our strongest-performing campaigns.
Runner Up—MultichannelKQED Package Creator(s): Mal Warwick Donordigital Package Name: Campaign 21 Launch
Description: As part of a broader campaign to build their new headquarters, KQED wanted to reach out to their midlevel donors and inspire them to give a gift over and above their usual membership support. Their goal was to build a stronger base of philanthropic support (and major gift potential) from donors used to giving regular membership gifts.