2009 ECHO Award - AMDIA

SILVER
THE CALIFORNIA STATE PARKS FOUNDATION SOUGHT
TO RAISE FUNDS from its major donors to thwart a budgetary
proposal that threatened to close and cut staffi ng for 48 state
parks. Since the proposed cuts would affect people across the state,
the Foundation mailed a state map clearly indicating all parks
that would be impacted along with a petition to sign and return
with contributions to save California parks. The results were
outstanding. The campaign helped stop park closures; generated
an 18.77% response rate; and netted more revenue than any single
appeal in six years, with a 453% net ROI.
CAMPAIGN NAME – Foundation Map Appeal
CONSUMER ADVERTISING MEDIUM – Direct Mail
AGENCY – Adams Hussey & Associates
ACCOUNT EXECUTIVE – Lon Chapman
ACCOUNT MANAGER – Amy O’Connor
ACCOUNT MANAGER – Kelly Potchak
PRODUCTION MANAGER – Pat Dobson
ART DIRECTOR – Chris Quillian
CREATIVE DIRECTOR – Stephen Godbout
CLIENT – California State Parks Foundation
DIRECTOR OF MEMBERSHIP – Greg Zelder
THE VETERANS AIRLIFT COMMAND’S MISSION IS TO
PROVIDE FREE AIR TRANSPORTATION is to provide free air
transportation to wounded warriors, veterans, and their families for
medical and other compassionate purposes. But in soliciting donations,
it had a challenge: getting its target audience—consumers who would
care about wounded soldiers—to open a letter from an organization
with an admittedly hard-to-comprehend name. To meet this challenge,
the letter, designed to look like a personal letter, featured a photo
of a wounded soldier, his personal story, and the powerful message,
“Wounded Warrior: They’ve Got Heart—They Need Wings.” The
campaign, which was the organization’s fi rst direct campaign, netted
$10,630 from 707 donors.
CAMPAIGN NAME – Attention Sign
CONSUMER ADVERTISING MEDIUM – Direct Mail
AGENCY – Fund Raising Strategies
SENIOR ACCOUNT EXECUTIVE – Wendy Newman
SENIOR PRODUCTION COORDINATOR – Alvis Barbour
CLIENT – Veterans Airlift Command
NOT-FOR-PROFIT
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