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

It’s a roll-up-your-sleeves, “let’s do this thing” attitude, and it’s served WWP well — especially in terms of fundraising. It helps the 5-year-old organization embrace the new 2.0 strategies while integrating them with more traditional approaches; avoid falling prey to what many argue are inefficient measures of success; and stay away from counterproductive, old-school ideas about how to interact with donors.