DMAW 2014 MAXI Highlights

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The 2014 MAXI Awards offered a sneak peak at some of 2013's most successful direct response campaigns in Digital Media, Direct Mail, Multi-Channel and Telemarketing.

In case you missed it, Cheryl Keedy, Senior Strategist, Direct Response & Marketing Formats has provided a summary of insights and trends from this year's MAXIs.

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DMAW 2014 MAXI Highlights

  1. 1. DMAW 2014 MAXI HIGHLIGHTS Presented by Production Solutions/PS Digital Cheryl Keedy July 14, 2014
  2. 2. Big Idea Platinum • St. Labre Pink Slip Shortfall Campaign - Renewal • St. Labre Indian School • Raised $1.245 Million Net! • Agency: Fundraising That Works!
  3. 3. Digital Media Non Profit Acquisition – Gold • Special Olympics End of Year SEM, Display, Facebook Fundraising Campaign • The total integrated campaign brought in $209K + in on line revenue at a cost of $24K and an impressive 733% ROI • Agency: Red Engine Digital
  4. 4. Digital Media Non Profit Acquisition - Silver • The Wilderness Society – Year End Lightbox • Simplified - streamlined donation process • 35% increased RR • Agency: ABD Direct
  5. 5. Digital Media Non Profit Special Appeal E Mail Campaign – Gold; Website Campaign - Bronze • National Park Foundation 30 Days of Giving • Included email, pop up pages, customized donation page • Two last chance emails on Dec 30 & 31 raised 30% of funds – 20% more gifts than 2012 • 41% increase in number of gifts & 22% more dollars raised than previous year • Landing page & donation form mobile optimized • Agency: RobbinsKersten Direct
  6. 6. Digital Media Non Profit Special Appeal - Silver • Physicians Committee for Responsible Medicine “Have a Heart for Dogs” Campaign • First time use of a lightbox • Lightbox on homepage brought in 40% of the total campaign revenue; total revenue $159K • Agency: Lautman Maska Neil and Company
  7. 7. Digital Media Non Profit Special Appeal - Bronze • Guide Dogs for the Blind October Belo Cipriani Testimonial Appeal • Included a personal survival story • 2 email series • Generated 77% more revenue than previous year; the organization’s highest grossing email ever • Agency: CCAH
  8. 8. Direct Mail Non Profit Acquisition - Gold • The Salvation Army Brass Band Christmas CD • Strategy – Strong list • Tripled previous control’s Response Rate • Agency: New River Communications
  9. 9. Direct Mail Non Profit Acquisition - Gold • Marine Toys for Tots Foundation Customized Stamps.com Campaign • Paper clipped custom printed stamp • 423% increase in response rate over control • Agency: CDR Fundraising Group
  10. 10. Direct Mail Non Profit Acquisition - Silver • Paws for Purple Hearts – Hannah and Steve • Faux handwritten addressed outer envelope – personal story • 37% Response Rate • Net of $33K + $26 profit per donor • Agency: Fundraising Strategies
  11. 11. Direct Mail Non Profit Acquisition - Silver • Ocean Conservancy Acquisition – Calendar • Back end T shirt offer • 3.1% Response Rate • 70% lift over control • Agency: Mal Warwick/Donordigital • Production Manager: Production Solutions
  12. 12. Direct Mail Non Profit Acquisition - Silver • St. Labre Indian School – Buffalo Stamp • Includes follow up mailing • $1.00 net per donor • 3.3% Response Rate • $32 Average gift • Agency: Fundraising That Works!
  13. 13. Direct Mail Non Profit Acquisition - Bronze • National Museum of the American Indian – Dispelling Stereotypes • 40% higher response rate over control (notecards) • Agency: Avalon Consulting Group, Inc. • Production Manager: Production Solutions
  14. 14. Direct Mail Non Profit Acquisition - Bronze • Exploratorium October 2013 Membership Acquisition • Invite to become a Charter Member • Net of $185K • $132 Average Gift • Agency: Daniller + Company
  15. 15. Direct Mail Non Profit Major Donor - Silver • Children’s Hospital of Philadelphia – Make Your Mark • Naming opportunity • 42% increase in gross revenue over previous year • Agency: Schultz & Williams
  16. 16. Direct Mail Non Profit Renewal – Silver • Marine toys for Tots Foundation 2013 Christmas Stocking • 119% Higher Average Gift • 116% Higher Response Rate • Agency: CDR Fundraising
  17. 17. Direct Mail Non Profit Renewal - Silver • Wounded Warrior Project – Jeremy Before and After • Featured purple heart stamp – mimicking the acquisition format • 19% higher response rate vs previous 2nd renewal • Agency: CDR Fundraising Group
  18. 18. Direct Mail Non Profit Renewal - Bronze • The National Humane Education Society – NHES Stamps.com • Reinstatement • 112% increase response rate • Agency: CDR Fundraising Society
  19. 19. Direct Mail Non Profit Special Appeal - Gold • Aids Project Los Angeles – Special Appeal • Gift Chart & Proposal • 100% increase in Average Gift • 4 x more $1,000 gifts than prior appeals • Agency: Mal Warwick/Donordigital
  20. 20. Direct Mail Non Profit Special Appeal - Gold • Best Friends Animal Society – Save Them All Poster Appeal • Outer wrap unfolds into a poster • 16% higher average gift • Agency: Newport Creative
  21. 21. Direct Mail Non Profit Special Appeal - Silver • National Trust for Historic Preservation – March Note Card Appeal • 59% Net Revenue increase • Agency: Avalon Consulting Group, Inc • Production Manager: Production Solutions
  22. 22. Direct Mail Non Profit Special Appeal - Silver • The United States Holocaust Memorial Museum - Year End Appeal • Die Cut Report • 50% costs savings vs control • Agency: ABD Direct • Production Manager: Production Solutions
  23. 23. Direct Mail Non Profit Special Appeal - Bronze • Medicine Sans Frontier/Doctors Without Borders – Typhoon Haiyan Response • 8.8% Response Rate • Agency: OMP Direct • Production Manager: Production Solutions
  24. 24. Direct Mail Non Profit Special Appeal - Bronze • Epilepsy Foundation of America “You Are Appreciated” Appeal • Included a certificate – mailed in August as a special appeal • 8% Response Rate • $47 Average Gift • Agency: MINDset direct
  25. 25. Direct Mail Non Profit Special Appeal - Bronze • International Rescue Committee – Emergency Update • Additional update added to the newsletter mailing • 50% more revenue than last year – same mail slot • 240% net revenue increase vs previous year • Agency: Eidolon Communications • Production Manager: Production Solutions
  26. 26. Direct Mail Non Profit Special Appeal - Bronze • Compassion & Choices 2013 Year End Appeal • Agency: Eidolon Communications • Raised $164K net • 66% increase in revenue over last year • 25% increase in Average Gift • Production Manager: Production Solutions
  27. 27. Direct Mail Political Special Appeal - Silver • Democratic National Committee – June Birthday Card Appeal • The highest grossing appeal of the year • $845K raised • Agency: CCAH
  28. 28. Multi-Channel Non Profit Special Appeal - Gold • Wounded Warrior Project 2013 Year End Digital Campaign • Raised $10 million in gross revenue • $65 Average Gift • Agency: CDR Fundraising Group
  29. 29. Multi-Channel Non Profit Special Appeal - Silver • Peaceful Valley Donkey Rescue – Memories of the Season • Coordinated mail & email • 56% email open rate • 95% more revenue compared to last year’s email appeal • Agency: Fund Raising Strategies, Inc
  30. 30. Telemarketing Non Profit Monthly Giving – Silver Women for Women International - October Sponsorship Conversion.30 % more donors than projected; 271% fulfillment from hedgers. Agency: Mal Warwick/Donordigital Non Profit Special Appeal – Gold Telephone Town Hall: PETA - Fundraising Like Rabbits. 120 donors; 61% first time contributors. Agency: Stones’ Phones Political Acquisition – Gold DNC Member Conversion Series. 20m new members; 90% conversion rate. Agency: CCAH
  31. 31. Telemarketing Political Major Donors – Bronze EMILY’S List – Majority Council Telemarketing Series. Targeted 1200 Major Donors; $425 profit per donor. Agency: CCAH Political Monthly Giving – Silver DNC Presidential Sustainer Conversion. 1200 new sustainers added. Agency: CCAH Political Monthly Giving - Silver DNC New Member Monthly Giving Campaign. Agency: CCAH Political Special Appeal - Gold DNC Core Major Donor Series. Agency: CCAH Political Special Appeal - Silver DNC Build the Base Telemarketing Responsive Series . Agency: CCAH

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