2014 Gold Awards for Fundraising Excellence Campaign of the Year: The Children's Center
The Children’s Center in Detroit went all out to create a campaign that truly embraced the notion of multichannel and gave some of our judges chills with its powerful messaging and far-reaching appeal.
It was a tall order that took some big thinking.
“Reaching the millennial group is easier said than done,” writes R. Trent Thompson, senior director of brand and strategic communications at The Children’s Center, who submitted the campaign. “The majority are not yet established in their careers and have not accumulated enough wealth to be captured by the many lists and databases available to funders. Reaching this particular segment was indeed the greatest challenge of the campaign.”
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