The rambunctious Wounded Warrior Project embraces multichannel strategies to fund its mission to transition America’s youngest disabled vets back into civilian life.

By Margaret Battistelli Gardner

After Melia’s initial efforts to create and deliver backpacks of essentials and extras for returning wounded veterans (see “Wounded Warrior Project History” ), he created a Web site to “sell” the Wounded Warrior Backpacks, asking donors for $99 to provide one filled backpack to one returning wounded vet. It wasn’t until a year later that direct mail became part of the equation, and that was mainly because the organization was looking to build an endowment.