Eleven nonprofit direct response campaigns took 12 of the 90 awards presented last night during The Direct Marketing Association’s 2013 International ECHO Awards ceremony held during the organization’s annual conference in Chicago.
Comedian Jake Johannsen hosted the event. There were 15 primary business categories. Of the hundreds of campaigns submitted for this year’s ECHO honors, 16 campaigns were honored with gold, 31 with silver, and 39 with bronze. Four campaigns received special awards, which includes the Diamond ECHO Award.
Reflecting the increasingly global nature of data-driven marketing, awards were presented to campaigns from numerous countries, including: the United States, Argentina, Australia, Belgium, Brazil, Canada, China, the Czech Republic, Denmark, Germany, India, Japan, the Netherlands, New Zealand, Norway, Philippines, Saudi Arabia Singapore, Spain, Sweden, and the United Kingdom.
The details regarding the winning entries were not immediately available. Of the 11 nonprofit campaigns, four were from U.S.-based organizations and just two of the campaigns were domestic. In an possibly ironic award, the USPS Gold Mailbox award went to a German organization, Chill Out E.V. and its agency Wunderman Germany. The campaign also won a gold award, qualifying it for the larger prize.
The other gold nonprofit winners were: Client: Food for the Poor, Agency: Food for the Poor, Inc., Campaign: A Stitch and a Prayer; Client: World Vision Canada, Agency: Russ Reid, Campaign: Horn of Africa Crisis Response; Client: ASPCA, Agency: True North, Inc., Campaign: ASPCA: Cracking the Donor Code.
The silver nonprofit winners were: Client: American Cancer Society, Agency: Russ Reid, Campaign: Making Strides Against Breast Cancer Campaign; Client: FAD – Anti-drug Foundation, Agency: Shackleton, Campaign: 144 Hours; Client: Operation Smile, Agency: Russ Reid, Campaign: Stock an Operating Room Campaign.
The nonprofit bronze winners were: Client: Fundación Once & FSC Inserta, Agency: Shackleton, Campaign: Never Give Up Plan; Client: Amnesty International, Agency: Colenso BBDO/Proximity New Zealand, Campaign: Trial by Timeline; Client: Inspiring Denmark, Agency: adtention, Campaign: How to recruit a complete ambassador corps with a strong visual identity and a little chocolate; Client: The Norwegian Cancer Society, Agency: Bouvet, Campaign: We are all different.
The Food for the Poor campaign was for building housing abroad and gave an illustration of housing held together with string.
Russ Reid and Operation Smile partnered in crafting a direct mail program to integrate with their successful new TV focus, by extending their offer to provide a complete transformational surgery for just $240.
The package is a need-driven appeal that engages the prospect and establishes a direct connection between the donor and the child with an involvement device: stickers for a child who is now receiving a new smile–and a new life. This package is particularly successful because it attracts donors who are committed to the cause, coming in with a strong average gift and achieving a healthy long-term donor value.
The ASPCA campaign was for online donor acquisition.