Multichannel ($10 Million and Up): Union Rescue Mission

But it’s not just the story that made this a winner in the multichannel category. URM really nailed the whole multichannel approach with this campaign, weaving Pops’ story — part of the Stories from Skid Row series — throughout e-mail, direct-mail letters, a newsletter, the website and social media such as YouTube. The cohesiveness of the campaign and the consistency of the imagery and messaging across all channels — even down to a video featuring Pops and his story embedded right onto the donation page — really impressed the judges. And there’s no arguing with the results.