Young & Laramore to Handle ETapestry Account

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ETapestry.com, an application service provider that manages donor data for nonprofits, has named Young & Laramore, Indianapolis, as its first advertising agency of record in a pitch involving two other undisclosed shops.


The account award caps a two-month review by eTapestry. Billings were not disclosed, but the ads broke almost immediately to position eTapestry's Web-based system as a better alternative to outright purchase of software.


The brief is "to show understanding for cause marketing," according to Y&L.


A full-service agency, Y&L has clients such as Steak n Shake, First Indiana Bank, Goodwill Industries, Monsoon and Kenra. Billings last year were $40 million.


ETapestry helps nonprofits with their fundraising activities by tracking frequency, dates and sizes of donations. It claims to reduce attendant costs -- instead of actually buying fundraising software that requires up-front payment and maintenance costs -- by offering the outsourcing option.


As a marketing gesture, eTapestry will offer its ongoing services for free to any nonprofit with a donor list of fewer than 1,000 names.


Ads will break in national trade magazines such as the Chronicle of Philanthropy and Non-Profit Times; regional business weeklies, including Los Angeles Business Journal, Crain's New York Business and 19 other metros; and direct mail.
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