DMFA Award Categories

All campaigns must have launched between January 1, 2025 – December 31, 2025. For more information on how to enter, read our short instructions.

1. Digital, Paid Media & Outreach Acquisition: Entries in this category must use non-direct mail channels (e.g., social media advertising, search engine marketing, email, DRTV, CTV, canvassing) to target a cold prospect audience, which may include deep lapsed donors. The goal of the campaign must be to acquire new donors and must include a direct request for a donation, excluding event or ticket sales.
2. Direct Mail Acquisition: Entries in this category must use the direct mail channel to target a cold prospect audience, which may include deep lapsed donors. The goal of the campaign must be to acquire new donors and must include a direct request for a donation, excluding event or ticket sales.
3. Direct Mail Appeal/Renewal: Entries in this category must be a direct mail campaign targeting your general house file with the primary goal of renewing donors, upgrading donors, or motivating an additional gift. Your campaign must include a direct request for a donation, excluding event or ticket sales. If your campaign included a mid-level audience (as defined by your organization), you must omit all metrics related to that segment from this entry. We strongly recommend entering any significant mid-level component in the Direct Mail Mid-Level Appeal/Renewal category in addition to your entry in this category.
4. Direct Mail Mid-Level Appeal/Renewal: Entries in this category must be a direct mail campaign targeting your mid-level audience (as defined by your organization) with the primary goal of renewing donors, upgrading donors, or motivating an additional gift. Your campaign must include a direct request for a donation, excluding event or ticket sales. If your campaign included your general house file, you must omit all metrics related to that segment from this entry. We strongly recommend entering any significant general donor component in the Direct Mail Appeal/Renewal category in addition to your entry in this category.
5. Digital Appeal/Renewal: Entries in this category must be a digital campaign targeting your general house file with the primary goal of renewing donors, upgrading donors, or motivating an additional gift. Your campaign must include an email component but can also feature other digital channels (e.g., search engine marketing, social media, CTV, texting). All entries must include a direct request for a donation, excluding event or ticket sales.
6. Multichannel: Entries in this category must be a campaign that integrates offline and online channels to target your general house file, with the primary goal of renewing donors, upgrading donors, or motivating an additional gift. Offline channels may include direct mail, DRTV, telemarketing, etc., and online channels may include email, search engine marketing, social media, CTV, etc. Your campaign must include a direct request for a donation, excluding event or ticket sales.
7. Stewardship: Entries in this category must be a campaign targeting your general house file and/or mid-level audience, with the primary goal of strengthening your organization’s relationship with donors and increasing retention. Campaigns must exclude a direct request for a donation and be designed to thank, inform, or engage donors rather than solicit funds.
8. Sustainer Fundraising: Entries in this category must be a campaign with the primary goal of acquiring, converting, or upgrading recurring donors. Recurring gifts can be made on a monthly, quarterly, or annual timeline, or other recurring schedule. Your campaign may use any online or offline channel (or a combination) and must include a direct request for a donation, excluding event or ticket sales.