CASE STUDY DM-fueled Patriotism Delivers for National WWII Memorial

By Margaret Battistelli Gardner

But with a hard-hitting direct mail campaign that roused patriotism not only in aging vets but in their families and friends and in the survivors of those who died in the war, the ABMC netted “a couple of hundred thousand dollars” on the first rollout, Winchell says. And the momentum never stopped.

When the memorial was dedicated on May 31, the DM campaign alone had raised $42 million — roughly a third of the total contributed income, according to Mike Conley, a spokesman for the ABMC.