When it comes to direct mail and email fundraising efforts, a good idea can be worth a lot. But what is the difference between a good idea and an award-winning idea? Listening to the winners at this year's DMFA Package of the Year luncheon, the answer is clear: execution.

With so many great non-profit organizations out there looking to secure funds, and unfortunately only so much money to go around, proper execution of a fundraising idea is what ultimately gets you a critical piece of the proverbial pie. Without it, a good idea becomes worthless. And while many organizations create direct mail and email campaigns, few create award winning ones.

Teaming up with Tripi Consulting, the Center for Urban Community Services (CUCS) took home this year's award in the Acquisition category. Faced with the challenge of little brand recognition and a small initial investment, CUCS focused on testing when the idea came about to mail letters with note cards and matching envelopes that displayed scenes of New York City. This 'our city' approach – using premiums with 'perceived retail value' – connected with the donor and helped create brand recognition. The result was an increase in the number of gifts and a decrease in the cost to raise a dollar (CTRD) compared to those letters tested without note cards and matching envelopes.

It's not too often you see a flying cat. Until now. Fountain House, alongside Tripi Consulting, continued its creative branding by combining their mission with the unique flying cat artwork. Their eye-catching outer envelope really stuck out, and they weren't afraid utilize all available real estate in their package – displaying the art everywhere possible, including on notepads and cards. This fearlessness and commitment to the art not only led to a first place finish in the Renewal category, but also played a role in giving them the honor of overall Package of the Year.

Committed to e-philanthropy, amfAR first explored an online fundraising strategy that was a hybrid between Facebook and Match.com. When that didn't work, they turned to SankyNet, who tweaked the idea into a successful year-end email appeal of the postcard format. Redirecting their focus on their execution of an e-philanthropy idea resulted in both a successful campaign – enough money ($115,825) to fund one additional researcher in the fight against HIV/AIDS – and the top spot in the Email Renewal category.

The Mid-Level Renewal  category went to the International Rescue Committee (IRC). The IRC worked with Eidolon Communications to take its messaging to the next level, testing multiple formats and dimensional packages. They found that a tube mailing tested well, as response rates and average gifts increased. The lesson here is to not be afraid of expensive formats if they enhance your message.

Congratulations to this year's winners and a big thank you for filling us in on the key factors that led to success in your campaigns. We've all heard that imitation is the sincerest form of flattery. So go get started on flattering the 2011 winners. Who knows, maybe you'll be the one flattered in 2012.