Something to Smile About
Operation Smile finds that a holistic, fully integrated approach to fundraising makes it a little easier to take on the challenges inherent in funding a nonprofit mission.
“DRTV must play off your other marketing strategies,” she says. “You must integrate it with direct mail and follow-up e-mails and any other channel that’s available.”
According to Schultz, the TV spots have played an important role in another of Operation Smile’s strategies — corporate partnerships. Representatives of companies see them and want to get involved — relationships that Operation Smile is happy to cultivate.
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