Health and Research

amfAR Wins DMFA Email Fundraising Award

Case/Campaign:
Integrated Holiday and Year-End Fundraising Campaign
Client:
amfAR
Collateral:
Emails, website components, lightbox, eCards
Challenge:

amfAR is incredibly focused on funding cure-focused HIV/AIDS research, and they have been a major part in many of the important milestones in the fight against AIDS. Our challenge was to reinforce this cure-focused messaging with particular urgency to capitalize upon the holiday and year-end season.

Solution:

Because amfAR experienced many significant accomplishments in 2010 alone, we wanted to highlight these as a way to give donors incentive to support cure-focused research. The design elements mirrored this messaging, using clean templates and pictures of scientists to reinforce the need for continued funding. For the holidays, the theme of hope was paired with winter imagery. Supporters were also able to send eCards to loved ones to share a holiday message.

Many donors often scramble to take advantage of a tax deduction before year’s end, so we decided to emphasize this message in our year-end email, which was re-sent a day before the New Year as a “last chance” postcard. We’re proud to report that the year-end email won the Direct Marketing Fundraisers Association (DMFA) 2011 Package of the Year award in the Email Category. In total, the campaign raised $115,825, with $40,480 coming from the winning email.

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