Special Report: Multi-channel Fundraising

Lt. Col. David E. Grindle, divisional commander for the regional organization, decided he wanted a fundraising campaign with a singular message integrated across all the mediums the organization used — PSAs, billboards, bus stop signs and direct mail.

In 2004, the organization teamed with the Grizzard Agency to launch a multi-channel acquisition campaign for the holidays called “Please Don’t Forget,” built around the theme of remembering the poor. The idea was to expand the organization’s reach outside of its direct-mail audience. Grizzard created an integrated campaign featuring TV wraps, print ads, free-standing inserts and subway ads, which echoed the message and look of the direct-mail appeal sent to the organization’s 350,000 donors. Most ads featured both the organization’s Web site URL and a toll-free number people could call to donate.