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

“We’ve always been able to stay in the news, and last year we had 6 billion media impressions,” Melia says. “And when you get those kind of impressions, it drives traffic to your site. The brand is out there; people recognize the brand. They’ve seen it in direct mail; they’ve seen it on the news; they’ve seen it on billboards; they’ve seen it on the Web. And from the beginning, we’ve wanted our brand to be the Susan Komen brand of veterans affairs.”