Better Than a Four-Leaf Clover

The expanded campaign included direct marketing to Mercy Home’s donor-acquisition file and housefile; viral marketing via its Web site; corporate sponsorships; shamrock pin days; a full breadth of media and advertising, including street banners, billboards, bus boards, and TV and radio PSAs; increased publicity for the A Touch of Green event; and enlisting a celebrity spokesperson. The A Touch of Green event’s name was changed in 2004 to Shamrocks for Kids to tie in better with the overall campaign.