After a fundraising and public relations disaster in 1993, the award-winning Marine Toys for Tots Foundation regrouped and came back stronger than ever.

By Melissa Busch

“They wanted to break even on acquisition — and that was unheard of,” Peters says. “But they had such a strong brand that they were able to break even and still grow the program.

“They were so sensitive to their history; they were willing to break even in exchange for slower growth,” he adds. “Not everyone can do that, but they had the brand strength. The public still thought Toys for Tots was worthy of their donations.”