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GMHC Wins Silver MAXI Award for Excellence in Direct Mail Fundraising

7.31.2013

New York, NY—On Wednesday, August 31, Sandra Card, Sherry Card and Rachel Furey, three staff members in GMHC’s Development Department, travelled to Washington, DC, to receive the Silver MAXI Award for Excellence in Direct Mail Fundraising for a Nonprofit Special Appeal.

Established in 1979 by the Direct Marketing Association of Washington (DMAW), the MAXI (Marketing Award for eXcellence & Innovation) Awards program recognizes and honors outstanding achievements in the field of direct marketing.  Gold, Silver and Bronze distinctions are awarded in five different categories:  Direct Mail, Digital media/DRTV, Multi-Channel, Telemarketing and Workhorse.  While the first four categories do not need explanation, the last category does.  A Workhorse entry is a direct mail campaign that time and time again (for 3+ years) has proven successful.

GMHC won this year in the direct mail category for the Matching Gift Appeal mailed in early December 2012.  It included a matching gift offer as the catalyst for year-end giving, and was urgent in nature with a December 31st deadline for gifts to be counted toward the match.  The urgency and message was highlighted throughout the package, and the magenta colored logo and branding were used to help the package stand out in the mail against other campaigns.
Maxi Award Winners
Photo by Seth Rosen (from left to right Bryan Evangelista,
Sherry Card, Rachel Furey and Lisa Maska)
Incredibly, over $76K was raised from this added matching gift appeal.  To put this in perspective, the campaign was only budgeted to raise $32K.  This means gross revenue was more than double the goal and the response rate was well over 7% with an average gift of $71.92, by far the highest for GMHC in 2012 (by 14%).  And five major donor gift upgrades of over $1,000 were received from this mailing.
 
Seth Rosen, Managing Director of Development, Communications, and Marketing at GMHC commented:  “To win this distinguished award took an exceptional team effort with our Development staff and Jacqui Davis, Bryan Evangelista and Lisa Maska, our outstanding integrated marketing consultants of Lautman Maska Neill and Company.  In these challenging times to raise funds, we are incredibly grateful for our partnership.”
 
GMHC’s winning package will be published in the annual MAXI Award book, on the DMAW website and in the following year’s Sourcebook.  The awards ceremony took place at the 8th Annual Bridge to Integrated Marketing and Fundraising Conference in Washington DC.  At the conference, GMHC’s award-winning campaign will be showcased in front of thousands of top direct marketing professional gathered to honor and learn from the best talent in the industry.
 
To learn more about Lautman Maska Neil and Company, visit lautmandc.com; and for DMAW, visit dmaw.org.