Catholic Medical Mission Board – Christmas E-card

BRONZE: Category: Technique – Most Innovative Online Format

Tasteful Holiday Greetings
The President and CEO of Catholic Medical Mission Board sends an email Christmas card to his donors every year. We decided this year to animate it. The card uses a religious image: desert travelers witnessing the Star of Bethlehem. An email bearing the image of the card was sent from CMMB headquarters with a link inviting recipients to “View the Christmas Card.” Clicking the link opened a web page that displayed the card, as the recipient watched, the star brightened and religious music swelled in time to the brightening. There was no ask, but the email message had a 36% click-through rate! [View the original E-card here.]