Christian Appalachian Project Retains Merkle

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The Christian Appalachian Project, a nonsectarian organization supporting people in the 13 Appalachian states, renewed Lanham, MD-based Merkle's service in a review involving four direct marketing agencies.


Merkle will offer DM strategy, creative development, database development and maintenance as well as lettershop services. Merkle has worked on the account since 1998.


"During the initial phase of our relationship, we focused on identifying the critical issues that faced the organization and that were jeopardizing short- and long-term revenue performance and developing new strategies to reverse these trends," said Greg Fox, Merkle's senior vice president of strategic services. "During this phase of our relationship, Merkle is focusing on the continued development of maximization strategies and working closely with CAP to develop new strategies."


CAP, Hager Hill, KY, founded in 1964, will continue using Merkle's Fundraising Knowledge Center, a custom infrastructure that helps manage all aspects of a DM campaign. This covers campaign planning and execution to post-campaign analysis and measurement.


CAP's programs touch more than a half-million people. The fundraising group offers physical, spiritual and emotional support to those in need. CAP is held by some to be among the top 15 service charities nationwide. A recent report in The Chronicle of Philanthropy claimed CAP's revenue for the fiscal year ending Aug. 31 was $76 million.


"Among the greatest challenges that will impact CAP as well as most organizations will be acquiring new donors, retaining these donors and maximizing their value," Fox said. "In addition, as organizations look to greater annual revenue growth, we need to identify new sources of revenue and develop new revenue optimization strategies to complement traditional direct mail contributions."


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