Kiss the Competition

The headline of the UWLM letter stated, "With the recent Make Poverty History rock concerts, kind-hearted people offered their help to needy children in various parts of the world. Today I'm asking you to also have a positive impact on some children in your very own community who need your help."

"The wonderful thing about the strategy we employed is that it allowed us to promote our cause while saluting theirs," says Peter Coombes, UWLM's direct-marketing coordinator. "At the same time, it allowed us to more clearly position ourselves."