2008 Excellence in Fundraising - Winners Announced!
2008 Winners Announced!
Annual and Regular Giving Programmes
Merit Award
Child Cancer Foundation for ‘Bravery Beads’
Olivia Blaylock
Judges’ comments:
Emerging from a hands-on involvement with the potential recipients, this appeal was well-researched, innovative and had clear objectives, most of which were exceeded. Only a comparatively high cost-ratio percentage held it back from higher honours.
Winner
Oxfam for ‘Oxfam Unwrapped’
Arron Peacock
Judges’ comments:
Astute planning, creativity and an innovative use of internet technology were keys to this deserved win. There was an excellent response rate to this economic but highly-productive campaign. Well done!
Capital Campaigns
Winner
Tasman Fundraising and Development Ltd for the Murchison Sport, Recreation and Cultural Centre
Judene Edgar
Judges’ comments:
This campaign showed a great ’can-do’ attitude and capitalized superbly on the parochialism of heartland New Zealand. The written material was thoroughly professional as was the planning and implementation of the campaign. Impressive too, was the follow-up/fulfillment. Achieving an income of more than $3 million for this project was remarkable (even with help from a local Council) and makes this entry a deserving winner.
Special Events/Sponsorship
Merit Award
Hospice Wanganui for ‘Fragile World’
Simon Aitken
Judges’ comments:
Using a creative idea and name this campaign targeted the younger demographic. This first-time event was devisedf and organised well by a relatively new fundraiser. What we found especially gratifying was that, despite its very obvious and deserved success, Simon was careful to analyse the event and keen to learn from the few mistake he made. He is someone with a great future in professional fundraising!
Merit Award
Arthritis New Zealand for the Shoe Clinic/Asics ‘Walking it off Challenge’
Andrew McNeur
Judges’ comments:
A remarkable achievement by arthritically-challenged Andrew McNeur who walked from North Cape to the Bluff in 100 days. Although the fundraising element could be said to have been ‘rescued’ by the ancillary direct mail campaign, Andrew’s walk did much to raise the profile of Arthritis New Zealand by attracting an extraordinary amount of publicity and media coverage. Both Arthritis New Zealand and the sponsors have much for which to thank the courage and tenacity shown by Andrew. Well done indeed!
Winner
Cancer Society of New Zealand, Wellington Division for ‘Relay for Life’
Katherine Monks
Judges’ comments:
An excellently planned and produced event that raised more than $500,000 in one city (Wellington). This was achieved at minimal cost and with the involvement of participants and volunteers whose passion for the cause was very evident. Significantly, there were fewer people involved in this campaign than previously but more money was raised – a good example of ‘upgrading the donor’! This campaign ‘ticked all the boxes’ for us and is an outstanding winner. Congratulations!
Direct Mail
Merit Award
The Leprosy Mission for its Annual Appeal
Wayne McKenzie
Judges’ comments:
The success of this appeal lay in its clear segmentation and donor analysis. The letter itself, though 5 pages in length, told an appealing story and the outcome exceeded all the set objectives, including an extraordinarily high response rate.
Winner
The Neurological Foundation for ‘The Chair in Clinical Neurology’ campaign
Jo Cowie
Judges’ comments:
What a superbly planned and executed campaign! Objectives were clear and exceeded, branding and communications were first-rate and among its very effective tactics was the regionalizing of the letter using signatories whoe donors trusted as knowledgeable in the field of neurology. Fulfilment and follow-up were exemplary too .We can only say: an excellent campaign with an excellent result.
Acquisition
Winner
St John Palmerston North for their Acquisition Campaign
Jim Datson and team
Judges’ comments:
Acquisition remains perhaps the toughest task for fundraisers. Consequently, it is seldom taught, discussed or its practices shared. Here is an exception and it is most welcome. Because not only did the campaign start with a rather shaky database of only 2,000 but through the campaign those responsible showed determination and persistence in the face of setbacks. They quickly learned from their mistakes and they did what we all should do but not many of us do: ‘tested, tested, tested’. They took risks and were prepared to spend money to attract donors.
It is a work-in-progress that has so far resulted in acquiring a database of 20,000, and this from a provincial catchment area.
We strongly commend this most deserving winner and we have to repeat one quote from the entry that especially resonated with us: “ One of the keys we learned is to keep going. Even when your marketing people tell you you are not playing by the rules, trust your instincts and keep going!” - That kind of attitude has got to be a winner!
The Premier Award
Judges' comments:
The last Premier Award was made in 2004 So this Award is not given lightly. It is earned and whoever receives it deserves the highest recognition from his or her peers. It is an accolade that says you are among the best of New Zealand’s fundraising professionals.
That said, this year we decided for a number of very good reasons, to do something a little different.
The difference is that we are going to make the Award a joint award this year and name two winners. We could not separate them. Both made an excellent contribution in areas very diverse from each other; both have offered excellent examples in their area of expertise; and both deserve this highest recognition.
The Joint winners of the 2008 Premier Award for Fundraising Excellence in New Zealand are:
Jo Cowie for the Neurological Foundation’s Direct Mail campaign
and
Jim Datson for St John Palmerston North’s Acquisition Campaign.
Our warmest congratulations to all the award recipients and many thanks to Guardian Trust for sponsoring the Award Dinner.