The Bloomies are our award for outstanding donor communications in the nonprofit sector. Each week, we’ll feature a newsletter, email, direct mail piece, acknowledgement, solicitation or social media post that caught our eye.
Nominated by: Tom Ahern
Tell us about the fundraiser and/or organization you are nominating: Thomas Negron, Catskill Animal Sanctuary
Located in the New York’s Hudson Valley, Catskill Animal Sanctuary (CAS) is a 110-acre haven for horses and farm animals rescued from cruelty and neglect. In addition to emergency rescue, CAS provides innovative programs that educate the public about the sentience of farm animals, and the devastating impacts of agribusiness and institutionalized cruelty on animals, people, and the planet.
Tell us about the piece you are nominating:
This piece is a direct mail packed with a 4-page appeal and BRE.
Why do you think they are deserving of a Bloomie?
This pack was created by a student in my direct mail writing class. After seeing this, he should be TEACHING the class. I’ve never written anything close to this wonderful.
I asked him, how did you learn to do this? He says he got there by reading my newsletter book. Well, I’ll take whatever credit I can steal. But this guy — Thomas Negron, by the way, writing for the Catskill Animal Sanctuary — is seriously skilled.
This letter perfectly demonstrates why well-written 4 page letters out-pull shorter ones: they tell a great story you don’t want to end! There are so many treats here: the rescues, the personality of the animals, the authenticity, the donor-centricism starting on p3.
But here’s the real reason it’s a winner: it pulled a 13.5% response rate from a mixed list of donors and non-donors, raising somewhere north of $100,000.
Know someone deserving of a Bloomie? You can nominate someone here >>