Better Than a Four-Leaf Clover

“Our idea was to take sole focus away from the post-parade event, which up to 2003 wasn’t netting us a lot of money, and expand the idea into more of a multichannel marketing campaign,” says Peter Schoewe, director of direct marketing at Mercy Home.

Mercy Home was founded in 1887 and now has 14 residential homes in the Chicago area for boys and girls ages 11 to 21; the Catholic organization raises almost 98 percent of its funds from private individuals.