2009 ECHO Award - AMDIA

SILVER
WORLD VISION CANADA’S MISSION WAS
TO RAISE FUNDS FROM MAJOR DONORS to
support programs dedicated to preventing HIV/AIDS
among children and helping those already affected. Its
challenge was to stand out not only from its competition,
but to elevate this campaign’s importance over
even other World Vision fundraising efforts. Targeting
most-likely-to-respond major donors, World Vision
mailed a plain box that contained a child’s “I
Have a Friend in Canada” T-shirt with a
hang tag for the donor to sign and return
with a donation. The campaign generated a
dazzling 28.1% response rate, an average gift
of $666, and gross income of $243,759.
CAMPAIGN NAME – World Vision Canada:
T-Shirts for Orphans
CONSUMER ADVERTISING MEDIUM – Direct Mail
AGENCY – Russ Reid Company
VICE PRESIDENT, CLIENT SERVICES – Lyric Murphy
CREATIVE DIRECTOR – Tim Kersten
ART DIRECTOR – Hannah Chen
SENIOR WRITER – Lori Gunnell
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NOT-FOR-PROFIT
ACCOUNT SUPERVISOR – Melody Scott
CLIENT – World Vision Canada OK
MANAGER, MAJOR DONOR MARKETING – Paola Philip
MARKETING COORDINATOR – Sandra Torres
VICE PRESIDENT OF DONOR ENGAGEMENT – Kathryn Goddard