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

This large-scale interest is a blessing, of course, but also can pose a challenge when it comes to policing the WWP brand. And as WWP becomes more visible, it’s a challenge that is getting increasingly difficult.

“You start as a grassroots organization, and then you see that you’ve got some national momentum and that you can really take your brand to the marketplace and do real good for veterans,” he says. “But you don’t want to lose that sense of grassroots feel that WWP has had since its first days.” (For more of Melia’s thoughts on brand, see “Tips From John Melia” )