The DMAW has announced its 2024 MAXI Awards, and we’re thrilled that two of our campaigns—one digital and one direct mail—have won! We’re lucky to be able to work with such amazing nonprofit partners.
Digital Channel — Nonprofit Special Appeal: The Seeing Eye
International Guide Dog Day Campaign
The Seeing Eye’s mission is to enhance the independence, dignity, and self-confidence of people who are blind through the use of specially trained Seeing Eye® dogs. They embarked on a Giving Day campaign aligned with International Guide Dog Day.
The digital campaign featured several elements:
- A series of six emails
- A fictional “brand ambassador” Seeing Eye dog named Sarge
- Matching gift offer
- Countdown timer in the evening email to increase urgency
- Match extension email
- Homepage lightbox highlighting the match
- Thank-you email driving to a photo album of adorable Seeing Eye puppies
Each element highlighted the value and importance of the incredible partnerships between people who are blind or have low vision and their Seeing Eye dogs, resulting in re-bark-able success!
Workhorse Campaign — Nonprofit Acquisition/Prospecting: No Kid Hungry
Annual Calendar Campaign
No Kid Hungry is on a mission to end childhood hunger in America, and growing their donor file is a crucial way to fund this vital effort. One of their most successful and long-standing campaigns is the No Kid Hungry wall calendar, a direct mail workhorse that plays an essential role in acquisition. It also yields some of the strongest results in their busy direct mail program, bringing in more donors than any other campaign with a cost to acquire that outperforms industry averages.
The campaign features:
- An annual calendar with fun food art imagery each month, directly connecting to the mission of feeding children experiencing food insecurity.
- A story-driven letter painting a picture of childhood hunger with state-specific stats.
- A reply form employing social proof by encouraging recipients to join others in their state.
The calendar mailing, sent to a mix of prospect names from rental, exchange, and modeled sources, consistently wins over any test with its strong control message and control art.
What an honor it is to work with organizations like The Seeing Eye and No Kid Hungry!
If you’d like more information about these MAXI Award-winning campaigns (including stats)—or to discuss how our team’s expertise and passion can help your organization exceed its goals—.let’s chat!
