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

As with most organizations, direct mail has been the backbone of WWP’s fundraising, but every direct-mail piece pushes donors and potential donors to the Web.

“We want to convert [everyone] into someone we can communicate solely online with,” Melia says. “We would love that, and we put that into all of our direct-mail pieces: ‘If you would like to become an online donor, please go to www.woundedwarriorproject.org and sign up.’