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

(Many WWP staffers themselves are young, wounded vets who represent the organization’s constituency because they are the organization’s constituency.)

Melia recognizes that interacting with these vets, many of whom are still in their 20s when they return home, is different than even what he’s used to. Which explains why WWP is a different kind of organization. Call it, as Melia does, “the fresh face of veterans service.” And just as the organization’s approach to communication and service delivery is different, so, too, is its approach to fundraising.