The Lukens Company Wins Three 2011 MAXI Awards

It seems as if there is always something to celebrate here at The Lukens Company. And this summer is no different. TLC was proud to take home three silver awards for exceptional work in acquisition/prospecting and special appeals at the 2011 MAXI Awards, presented by the Direct Marketing Association of Washington on July 20 at the Gaylord Hotel in National Harbor.

Silver Award – The Barnes Foundation
Nonprofit Acquisition/Prospecting – Barnes Founding Member Invite
Capitalizing on press about The Barnes Foundation’s recently unveiled architectural renderings for a new building, TLC and Barnes created an Invitation style package, inviting prospects to become a Founding Member of the New Barnes on the Parkway. Donors who joined at the $250+ level were invited to a special Open House at the Barnes, featuring a tour of the collection and a discussion about the new building in Philadelphia.  As a result of this and subsequent mailings, the Barnes’ membership base has risen to over 10,000 members.

 

Silver Award - Seattle Art Museum
Nonprofit Acquisition/Prospecting - Seattle Art Museum Multi-Channel Picasso Campaign
In fall 2010, TLC worked with the Seattle Art Museum to craft a strategic multi-stage, multi-channel campaign with a goal of increasing membership during the Picasso blockbuster exhibition. The campaign consisted of direct mail, online, telemarketing, and email outreach efforts over a six month period – and the results were phenomenal. SAM’s membership levels increased by almost 50% to over 48,500 households. The online advertising campaign was a huge success with over 35,000,000 impressions and 40,926 click-throughs.  

Hear more about this amazing success story at both the ASTC and AAMC conferences this fall!

   

Silver Award – Martin Luther King, Jr. National Memorial Project Foundation
Nonprofit Special Appeal – NCR Package
The Martin Luther King, Jr. National Memorial Project Foundation had enjoyed success from their “Founding Sponsor” acquisition control package for over six years. The major benefit to these donors was that their names would be permanently displayed at the site on the National Mall. Charged with the challenge of further soliciting the list of “Founding Sponsor” donors, TLC decided to mail an NCR package to the MLK Memorial’s house file. Donors were solicited for an additional donation to the memorial while also being asked to verify the information they were reviewing on the form as it would be the final information entered into the “Founder’s Roll of Honor.” 

The Lukens Company and Clients Strike Gold

The Direct Marketing Association of Washington recently handed out their 2010 MAXI Awards at the annual conference held in Washington, D.C.  The Maxi Awards are awarded for recognition for excellence and outstanding achievement in the direct marketing industry.  In the past, The Lukens Company, in partnership with our clients, has been awarded multiple MAXI Awards . . .

. . . and this year was no different!

This year, The Lukens Company and our clients received three MAXI Awards!

Gold Award - Monterey Bay Aquarium
Acquisition Workhorse - Two Months Free Appeal
The Two Months Free package has been the Monterey Bay Aquarium’s control since 2007.  It continues to exceed expectations in both new members acquired and lapsed members reactivated, as well as overall revenue generated for the membership program.

Gold Award - National Museum of American Jewish History
Nonprofit Acquisition - Tell Your Story
With the opening of a new building on Independence Mall in Philadelphia in November 2010, the National Museum of American Jewish History wanted to take advantage of the opportunity to expand its membership base. Together with NMAJH, TLC developed a package about the Museum's overall mission and targeted both national and local markets. The package allowed new members to be part of an exclusive “Founding Members” category, and offered a back-end premium array. The package results showed NMAJH doubled its membership base in one month.

Silver Award - Central Park Conservancy
Nonprofit Special Appeals - Storm Damage in the Park
In Fall 2009, a strong storm damaged many of the Park’s trees, putting a strain on the organization’s resources. Monitoring discussion of the storm on Twitter after an initial email campaign helped TLC determine that people were still talking about the damage months later.  In the end, our urgent “telegram” package raised more than $110,000 in net profit.